臺灣地區大型運動公園服務品質之實證研究
No Thumbnail Available
Date
2003
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
本研究係以Parasuraman, Zeithaml,& Berry 三位學者所提出之服務品質模式檢驗臺灣地區大型運動公園的服務品質。研究對象為臺灣地區14 座大型運動公園之管理者、服務人員、使用者。研究工具則採用修改自Parasuraman, Zeithaml, & Berry（1988）之SERVQUAL 量表而發展成的「臺灣地區大型運動公園服務品質調查問卷」，在92 年5 月分別對14 座大型運動公園的管理者、服務人員，以及706 名使用者進行調查。
研究藉由因素分析萃取大型運動公園服務品質因素、Scheffe 多重比較檢定使用者對大型運動公園服務品質的評價、t 檢定檢驗PZB 服務品質模式的5 缺口，最後再由使用者對大型運動公園服務品質項目的重視程度與滿意程度發展出大型運動公園服務品質矩陣及管理策略。
研究結果主要發現如下：
一、臺灣地區大型運動公園服務品質因素有3 項，分別是「園方服務」、「主要設施狀況」、「使用方便性」。
二、使用者對大型運動公園服務品質項目的評價上，期望皆高於實際感受，顯示仍有改進空間。
三、大型運動公園在傳遞服務的過程中，服務品質主要流失於「服務人員認知實際傳遞服務水準」與「使用者實際感受服務水準」兩者之間的落差。
四、大型運動公園之管理者、服務人員、使用者所重視之服務品質項目整體趨勢一致。
五、由使用者對大型運動公園服務品質項目之重視程度及滿意程度可發展運動公園服務品質策略，提昇服務品質。研究建議相關行政單位及大型運動公園管理者、服務人員應致力消弭服務品質上的缺失，維持服務品質管理矩陣中「持續努力區」、「停滯努力區」之服務品質項目水準，並著手改善「優先努力區」、「低度努力區」之服務品質
項目水準，以追求大型運動公園最佳服務品質。
The purpose of this study was to apply the service quality mode of PZB to test the service quality of Sports Parks in Taiwan. The study objects include manager, staff of Sports Parks and users in 14 Sports Parks in Taiwan. Using the SERVQUAL of PZB to develop the service quality of Taiwan Sports Parks questionnaire. Surveys had been conducted in 14 Taiwan Sports Parks on May 2003. A total of 706 users, manager, and staff in Sports Parks were contacted. The study examined users' evaluation of service quality of Sports Parks through factor analysis, Scheffe's Method and t-test of the Service Quality Model ofPZB to inspect the five Service Quality Gaps. These information help the mangers in Sports Parks to develop broad-line strategy. Results of the study are as follows: 1.Service quality has the positive effect on Service Value, Equipment, Convenience. 2.On the value of service quality items are measured to estimate the expectation service and the real perceptive afterwards. The results show there is room for further improvements in service quality. 3.By the test of survey, there is a significant gap between staff and users on the service quality. 4.The study objects are all agreed on the importance of service quality of Sports Parks. Important-Performance analysis was applied to provide suggestions for Sports Parks targeting to users. According to the result of this research, it helped managers to develop the future operation strategy to Sports Parks business.
The purpose of this study was to apply the service quality mode of PZB to test the service quality of Sports Parks in Taiwan. The study objects include manager, staff of Sports Parks and users in 14 Sports Parks in Taiwan. Using the SERVQUAL of PZB to develop the service quality of Taiwan Sports Parks questionnaire. Surveys had been conducted in 14 Taiwan Sports Parks on May 2003. A total of 706 users, manager, and staff in Sports Parks were contacted. The study examined users' evaluation of service quality of Sports Parks through factor analysis, Scheffe's Method and t-test of the Service Quality Model ofPZB to inspect the five Service Quality Gaps. These information help the mangers in Sports Parks to develop broad-line strategy. Results of the study are as follows: 1.Service quality has the positive effect on Service Value, Equipment, Convenience. 2.On the value of service quality items are measured to estimate the expectation service and the real perceptive afterwards. The results show there is room for further improvements in service quality. 3.By the test of survey, there is a significant gap between staff and users on the service quality. 4.The study objects are all agreed on the importance of service quality of Sports Parks. Important-Performance analysis was applied to provide suggestions for Sports Parks targeting to users. According to the result of this research, it helped managers to develop the future operation strategy to Sports Parks business.
Description
Keywords
運動公園, 服務品質, 服務品質缺口, PZB 服務品質模式, 臺灣地區, sports parks, service quality, service quality gap, service quality model, Taiwan