結合Kano二維品質模式與IPA分析探討觀賞性運動-以SBL、UBA、HBL為例

Abstract

本研究藉由建構完整賽事之研究量表，探討國內最受歡迎的三大聯賽SBL、UBA、及HBL，利用Kano二維品質模式歸類出服務品質屬性後，結合IPA找出目前賽事服務品質的缺失並提出改善方針。本研究回收有效樣本468份，分析結果如下： 一、 目前三項賽事SBL、UBA及HBL的現場觀賽觀眾以男性居多並結伴同行，平常都有接觸籃球，此外UBA及HBL的觀眾大多職業為學生。 二、 39項服務品質內，沒有被歸類出必要品質屬性及反向屬性的服務品質。 三、 在IPA分析中，三項賽事只有一項共同的品質在優先改善區內，為 (37) 門票取得便利性，三項賽事的主辦方要特別注意並改善此項服務品質。 四、 服務品質若位於優先改善區且SSI或DDI大於平均數需要被最先改善，SBL有4項需要被優先改善 (1、22、30、37)，UBA有4項 (8、25、30、37)，HBL有5項 (1、8、15、22、37)。 五、 SBL的滿意度是三項賽事中最低的，代表三項賽事中目前觀眾對SBL最不滿意。 六、 人口背景在SBL賽事會影響觀眾對Kano服務品質之認知，但在UBA及HBL上較不顯著；此外在SBL、UBA及HBL，球隊支持並不會對滿意度有影響。 本研究根據研究分析結果提出建議，給予學術上相關研究方式應用之參考外，在實務上也提供相關賽事改善的依據。

This study developed the survey with 39 items, used Kano two-dimensional model to classify the quality elements and combined importance-performance analysis (IPA) to analyze the service importance and performance. The analysis results as follows: 1. The audiences of SBL, UBA and HBL are mostly male and the they preferred to attend the game with company. The audiences usually play or watch basketball games. In addition, UBA and HBL audiences are mostly students. 2. Within 39 quality of service, there is no service quality that is classified as Must-be Quality Element and Reverse Quality Element. 3. In the IPA analysis, only one service quality of the SBL, UBA and HBL is in the concentrate here, meaning they have to vocus on this service quality and solved problems. 4. SBL has 4 quality (1, 22, 30, 37), UBA has 4 quality (8, 25,30, 37) and HBL has 5 quality (1, 8, 15, 22, 37) in the concentrate here and SSI or DDI higher than Mean, all of this quality need to be solved prior. 5. The satisfaction of SBL is the lowest. 6. Demographic variable in SBL will affect the audience's perception of Kano two-dimensional quality elements, but not significant on UBA and HBL. In addition, team support in SBL, UBA and HBL doesn’t affect satisfaction.