服務品質、運動設施環境與滿意度對觀眾忠誠度之影響—以2010海碩國際女子網球公開賽為例

Abstract

本研究以「2010海碩國際女子網球公開賽」為研究範圍，旨在了解觀眾之特性與現況、探討服務品質、運動設施環境與滿意度對觀眾忠誠度之差異情況與關聯性。以「2010海碩國際女子網球公開賽」之觀眾為研究對象，共收集668分有效問卷，以描述性統計、獨立樣本t檢定、單因子變異數分析、pearson積差相關與一般多元迴歸分析進行資料處理與分析。研究結果如下： 一、觀眾特性方面，以男性、年齡20-29歲、職業多為學生、教育程度為大專，薪資為10,000元以下，觀賞次數為首次觀賞居多。 二、性別、年齡、職業、教育程度與薪資對服務品質有顯著差異。 三、年齡、職業、教育程度、薪資與觀賞次數對運動設施環境有顯著差異。 四、年齡和薪資對滿意度有顯著差異。 五、服務品質、運動設施環境、滿意度與忠誠度呈現正向相關。 六、運動設施環境之場館建築美觀、記分板及螢幕品質、座椅舒適性、場館內部動線與滿意度對忠誠度有顯著預測力。 依據研究結果，建議主辦單位掌握主要觀眾人口，開發其他族群，訓練服務人員專業能力，建立服務人員篩選機制，加強賽前訓練並培養固定班底，同時良善規劃內部動線與慎選比賽場館，方能吸引更多觀眾入場觀看，進而成為忠實球迷。The purpose of this study was to analyze the charateristic of spectators, and how the characteristics, service quality, sportscape and audience satisfactory affecting their loyalty, as well as their relation. The study was done with 668 valid questionnaires completed by spectator of the 2010 OEC Taipei ladies Tennis Open. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: 1. The majority of spectators were male, age of 20-29, college-educated, earning less than 10,000 dollars, and first time watching. 2. Significant differences were found in service quality withdifferent gander, age, occupations, education levels and income. 3. Significant differences were found in sportscape with difference age, occupations, education levels, income and times of watching. 4. Significant differences were found in satisfaction element among difference ages and income levels. 5. Positive relations were found among service quality, sportscape, satisfaction and loyalty. 6. Among sportscape, facility aesthetics, scoreboard quality, seating comfort, and layout accessibility and spectators’ satisfaction were significant predict indicators to spectators’ loyalty. According to the results of this study, the organizers are suggested to maintain and enhance the main population, develop other groups of audiences, train the staff’s professional ability, establish the staff elimination system, select the experienced staff, plan better movement route and choice the venue carefully in order to attract more spectators, further become loyal fans.