棒壘球打擊練習場顧客消費行為及滿意度之研究--以大魯閣棒壘球打擊場為例

Abstract

本研究旨在了解國內棒壘球打擊場經營現況，探討大魯閣棒壘打擊場顧客人口統計變項、消費行為、服務品質整體滿意度，並進一步分析消費者對服務品質與整體滿意度的相關性。經問卷調查510位大魯閣顧客後，分析結果指出，大魯閣消費的顧客性別以男性為主，年齡「20~24歲」居多，「學生」與「上班族」為主要客源，教育程度以「大學（專）」佔多數，「未婚」的消費者高達8成，及收入以「5,000元以下」最多。在顧客消費行為分析方面，顧客到大魯閣的動機以「休閒娛樂」為主，消費時段多以「週末與例假日晚上」，交通方式則以「騎機車」佔多數，與「同學、同事、朋友」一起來消費為常態，來大魯閣的顧客「兩週1次」居多，每次平均打擊的局數以「4~6局」佔半數，消費金額多以「101~200元」為主。 服務品質方面，各構面的平均數均大於3以上，不同構面之間的得分高低為：硬體設施>禮貌態度>關懷安全>服務互動>方便利用>可靠信任。顧客整體評價平均分數為3.88，以「大魯閣棒壘球打擊場提供的服務品質」的得分最高（4.07），而「大魯閣棒壘球打擊場提供的服務與收費價格相比」的得分最低（3.58）。 透過本研究對消費行為與服務品質滿意度的分析後，研究者建議大魯閣針對女性族群設計完整的一套行銷宣傳計畫，提高中高齡銀髮族參與，球道球速之配置比例與各設施使用率高低加以考量，以便吸引更多的高涉入的球隊消費者。會員價格、會員實質權益，更加仔細謹慎思考，與運動用品部門之間應積極互動，建議可共同舉辦促銷活動，增加雙方的顧客涉入誠度，清楚在各場館公告駐場教練相關訊息並在宣傳品加註說明，同時要求駐場教練主動對進館客人親切指導以及各場館增設顧客意見箱傾聽消費者心聲與建議，供改善設施、服務與決策之參考。The purpose of this paper is to develop an understanding of the marketing situation for batting ranges in Taiwan. We will discuss in depth the Taroko Batting Range and statistics on customer attendance, consumer behavior, and overall satisfaction with the quality of service. We will make a step by step analysis of the relationship between consumer attitudes toward the quality of service and overall levels of satisfaction. Through a survey of 510 Taroko customers, it was established that the majority of customers were male, between the ages of 20 and 24. Occupational status was primarily listed as “student” or “office worker”, and educational background was university or vocational school. 80% of respondents identified themselves as single/unmarried, and most received an income of less than NT$5000 per month. In terms of customer behavior, the main motivation for patronizing the Taroko Batting Range was “leisure and entertainment”. The most popular time of patronage was weekend and holiday evenings. Mode of transportation was primarily listed as “motorcycle”, and customers most often came with classmates, co-workers and friends. Most customers said they came to Taroko about once every two weeks, and more than half played an average of 4 to 6 rounds at an average expense of NT$101 to $200 on each visit. In terms of quality of service, all categories covered in the survey averaged an overall score above 3. The different categories, as scored separately from high to low, follow; equipment and facilities > attractiveness of appearance > safety > service > convenience of use > reliability and trustworthiness. The overall rating of service by Taroko customers averaged out at 3.88, with “Quality of service provided by the Taroko Batting Range” receiving the highest rating at 4.07, and “Pricing in comparison to service provided at the Taroko Batting Range” receiving the lowest rating at 3.54. In view of this analysis of consumer behavior and levels of satisfaction with the quality of service, this researcher proposes that Taroko create a comprehensive marketing strategy targeting more female clientele, and aim to raise attendance levels of middle-aged and senior clientele. Moreover, in order to attract a greater number of dedicated customers, there must be more consideration of the pitching speeds in the batting cages, as well as a practical evaluation of how frequently the various facilities are utilized by the customers. There is also a need for careful consideration of membership fees, membership rights and privileges, as well as a more active cooperation with the sports equipment supply department. This researcher suggests holding joint promotional activities, which will increase clientele for both departments. Additionally, promotional materials should clearly announce that there are in-house coaches on call at all times within the batting ranges. At the same time, coaches should be encouraged to actively engage customers and treat them kindly. Finally, the batting ranges should have suggestion boxes available for the customers to post there thoughts and concerns. This would provide a useful reference for making improvements in facilities, service and policy.