室內高爾夫練習場服務品質與行為意圖之研究

Abstract

本研究旨在探討室內高爾夫練習場的服務品質與消費者行為意圖之間的關聯性，並分析不同背景變項對服務品質感知與行為意圖之影響。隨著高科技模擬設備日益成熟及運動休閒風氣盛行，室內高爾夫練習場因其不受天候限制與便利性而受到都市消費者重視，成為融合運動、科技與休閒的新型場館類型。為了解消費者對於場館服務的評價是否會影響其再消費及推薦意願，本研究採問卷調查法進行實證分析，並期望為經營業者提出具體經營改善建議。本研究問卷是參考了Parasuraman等 (1988) 提的SERVQUAL服務品質模型及Oliver (2010) 所提的行為意圖量表來設計，內容包含：個人基本資料、服務品質量表、行為意圖量表等三部份。統計分析方法採用描述性統計、獨立樣本t檢定、單因子變異數分析與皮爾森積差相關分析等。研究結果發現：一、訪者以男性為主，占比約64%，年齡集中在51至60歲之間，多為大學(專)以上學歷，職業以商業與服務業者為主，個人月收入多集中於75,001元以上，顯示室內高爾夫目前仍以中高收入、中高齡男性族群為主要客層。二、服務品質平均分數為4.975屬高度滿意，其中「可靠性」構面得分最高，顯示消費者重視服務的準確性與一致性。三、行為意圖得分為3.605屬中上程度，顯示顧客具一定程度之再訪與推薦意願。四、背景變項在服務品質感知與行為意圖上並無顯著差異，顯示不同族群對場館服務有一致評價。五，服務品質與行為意圖呈正向顯著相關，其中「有形性」與「可靠性」構面影響最顯著，顯示設備環境與員工專業度是驅動忠誠行為的關鍵。本研究建議：一、場館應持續提升「有形性」，如更新模擬設備、強化空間設計與場地清潔，打造專業且具科技感的練習環境。二、強化「保證性」，包括聘用具備專業認證的教練、實施員工服務訓練，提升顧客信賴與教學滿意度。三、導入數位化顧客關係管理 (CRM) 與會員制度，透過顧客數據進行個別化課程推薦與訊息推播，強化顧客黏著度與回訪率。四、多元化經營模式，如結合餐飲、社交、企業包場或親子體驗營，擴大受眾層並創造差異化競爭優勢。五、針對初學者與潛在消費者透過優惠方案與社群經營，降低參與門檻並擴散品牌影響力。未來若能整合科技創新與個人化服務策略，強化顧客經營與體驗管理，將有助於建立市場競爭優勢，提升顧客忠誠度與營運效益。This study aims to investigate the relationship between service quality and consumer behavioral intention in indoor golf practice facilities, and to analyze the impact of different demographic variables on perceived service quality and behavioral intention. With the rapid advancement of high-tech simulation equipment and the growing popularity of sports and leisure activities, indoor golf venues have gained increasing attention among urban consumers due to their convenience and freedom from weather constraints. These venues have emerged as innovative spaces that integrate sports, technology, and leisure. To understand whether consumer evaluations of service quality influence their intentions to repurchase and recommend, this study adopts a questionnaire-based empirical approach and seeks to provide practical recommendations for business operators.The questionnaire used in this study was designed based on the SERVQUAL service quality model proposed by Parasuraman et al. (1988) and the behavioral intention scale developed by Oliver (2010). The questionnaire consists of three sections: personal demographic information, the service quality scale, and the behavioral intention scale. Statistical analysis methods employed in this study include descriptive statistics, independent samples t-tests, one-way ANOVA, and Pearson product-moment correlation analysis. 1. The majority of respondents were male (approximately 64%), with most aged between 51 and 60. Most held a college degree or higher, were primarily employed in the business or service industries, and had a monthly personal income exceeding NT$75,001. This indicates that indoor golf facilities currently cater mainly to middle-to-high income, middle-to-older aged male consumers. 2. The average score for service quality was 4.975, indicating a high level of satisfaction. Among the service quality dimensions,"reliability" received the highest score, suggesting that consumers place great value on accuracy and consistency in service delivery. 3. The average score for behavioral intention was 3.605, reflecting a moderately high level, indicating that customers have a fairly strong willingness to revisit and recommend the facility. 4. There were no significant differences in perceived service quality and behavioral intentions across different demographic groups, suggesting a consistent evaluation of thefacility's services among diverse consumer segments. 5. Service quality and behavioral intention were significantly and positively correlated. Among the service dimensions, “Tangibles” and “Reliability” had the most substantial impact, highlighting that the physical environment and staff professionalism are key drivers of customer loyalty behaviors. This study offers the following recommendations: 1. “Facilities” should continuously enhance "tangibles" by updating simulation equipment, improving spatial design, and maintaining cleanliness to create a professional and technologically advanced practice environment. 2.” Assurance” should be strengthened by hiring professionally certified coaches and implementing staff service training to increase customer trust and satisfaction with instruction. 3. Introducing digital customer relationship management (CRM) systems and membership programs to utilize customer data for personalized lesson recommendations and targeted messaging, thereby improving customer engagement and return rates .4. Diversify business models by incorporating dining services, social spaces, corporate bookings, or family-friendly experience camps to broaden the customer base and create a differentiated competitive advantage. 5. Attract beginners and potential customers through promotional offers and social media engagement to lower the barrier to entry and enhance brand visibility.In the future, integrating technological innovation with personalized service strategies will help strengthen customer engagement and experience management, ultimately establishing a competitive market edge, enhancing customer loyalty, and improving operational performance.