高爾夫練習場服務品質與再購意願之研究忠孝高爾夫練習場為例
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2025
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本研究旨在探討高爾夫練習場消費者對服務品質及再購意願之間的關係，特別關注人口變項對這兩者影響的程度。研究以新北市新莊區忠孝高爾夫練習場顧客為樣本，共收集到307份有效問卷。研究採用自編問卷調查法，問卷經預試與信效度檢測確保可靠性。數據分析使用統計軟體進行描述性統計、t檢定、ANOVA及相關、迴歸分析。研究結果顯示無論性別 (p = 0.476)、年齡 (p = 0.407)、教育程度 (p = 0.215)、職業類別 (p = 0.858) 還是個人月收入 (p = 0.762)，均未對服務品質及再購意願有所差異。然而，服務品質對再購意願有正面相關及影響。儘管不同背景變項對於再購意願無顯著影響，但服務品質是關鍵因素。提升服務品質，特別是在可靠性、反應性和保證性方面，可以顯著增強消費者的再購意願。因此，建議企業應注重這些領域的服務設計與訓練，以提高顧客滿意度和忠誠度，進而促進業務增長。本研究為高爾夫練習場經營者提供了實質性的改進方向，有助於滿足顧客需求並維持競爭優勢。
This study aimed to explore the relationship between service quality and repurchase intention among golf driving range consumers, with particular attention to the extent of demographic variables' influence on these two factors. The research used customers of Zhongxiao Golf Driving Range in Xinzhuang City, Taipei County as the sample, collecting a total of 294 valid questionnaires. The study employed a self-designed questionnaire survey method, with the questionnaire undergoing pre-testing and reliability and validity testing to ensure reliability. Data analysis was conducted using statistical software for descriptive statistics, t-tests, ANOVA, correlation, and regression analysis. Theresearch results showed that regardless of gender (p = 0.476), age (p = 0.407), education level (p = 0.215), occupational category (p = 0.858), or personal monthly income (p = 0.762), none demonstrated significant differences in service quality and repurchase intention. However, service quality had a positive correlation and impact on repurchase intention. Although different background variables had no significant influence on repurchase intention, service quality was identified as a key factor. Improving service quality, particularly in reliability, responsiveness, and assurance aspects, could significantly enhance consumers' repurchase intention. Therefore, it was recommended that enterprises should focus on service design and training in these areas to improve customer satisfaction and loyalty, thereby promoting business growth. This study provided substantive improvement directions for golf driving range operators, helping them better meet customer needs and maintain competitive advantages.
This study aimed to explore the relationship between service quality and repurchase intention among golf driving range consumers, with particular attention to the extent of demographic variables' influence on these two factors. The research used customers of Zhongxiao Golf Driving Range in Xinzhuang City, Taipei County as the sample, collecting a total of 294 valid questionnaires. The study employed a self-designed questionnaire survey method, with the questionnaire undergoing pre-testing and reliability and validity testing to ensure reliability. Data analysis was conducted using statistical software for descriptive statistics, t-tests, ANOVA, correlation, and regression analysis. Theresearch results showed that regardless of gender (p = 0.476), age (p = 0.407), education level (p = 0.215), occupational category (p = 0.858), or personal monthly income (p = 0.762), none demonstrated significant differences in service quality and repurchase intention. However, service quality had a positive correlation and impact on repurchase intention. Although different background variables had no significant influence on repurchase intention, service quality was identified as a key factor. Improving service quality, particularly in reliability, responsiveness, and assurance aspects, could significantly enhance consumers' repurchase intention. Therefore, it was recommended that enterprises should focus on service design and training in these areas to improve customer satisfaction and loyalty, thereby promoting business growth. This study provided substantive improvement directions for golf driving range operators, helping them better meet customer needs and maintain competitive advantages.
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高爾夫, 再購意願, 高爾夫練習場, 服務品質, golf, repurchase intention, golf driving range, service quality