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頁籤選單縮合
題 名 | 高爾夫球場服務品質、顧客滿意與行為意向之研究=A Study on Service Quality, Customer Satisfaction and Behavior Intention of Golf Courses |
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作 者 | 吳政隆; 張良漢; 丁淑君; | 書刊名 | 休閒產業管理學刊 |
卷 期 | 1:3 2008.12[民97.12] |
頁 次 | 頁1-14 |
分類號 | 528.9243 |
關鍵詞 | 高爾夫球場; 服務品質; 顧客滿意; 行為意向; Golf courses; Service quality; Customer satisfaction; Behavior intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討高爾夫球場的服務品質、滿意度對行爲意向的影響情形,俾了解其因果關係,並提出管理上的意涵。本研究以問卷調查法透過便利取樣的方式收集相關資訊,依研究目的及驗證假設,以皮爾森積差相關、典型相關及多元逐步迴歸進行資料分析。研究結果發現:一、高爾夫球場所提供的服務品質與滿意度方面均有顯著的相關存在。二、在滿意度與行爲意向之間有顯著的相關存在。三、在服務品質與行爲意向之間均有顯著的影響。四、高爾夫球場使用者的滿意度與服務品質對行爲意向有顯著影響,且滿意度比服務品質對行爲意向有更明顯的影響。最後,本研究提出管理上的意涵:擁有滿意的顧客才會形成競爭的優勢,也是服務績效的主要指標。如何維持現有的顧客並與顧客建立長期互利的關係,從服務傳遞的過程中提供高品質的服務及重視顧客的權益與核心價值,滿足顧客的需求讓其產生忠誠行爲,進而使顧客可以持續購買或向他人推薦,透過顧客免費的宣傳及口碑效應所帶來的無限商機,遠比支付高額的行銷費用來爭取新顧客更爲有效。 |
英文摘要 | The golf course with green grass, sunshine and fresh air has been one of the most important recreation sites in the business world. Since golf is defined as a high class and high price social activity, the customers expect higher quality service on both hardware and software for golf courses when they pay for the price. This study is designed to investigate the golf courses service quality, customer satisfaction and its relationship to behavior intention for customers. In order to achieve the goal, researcher designed a questionnaire to survey golfers and samples were taken from golf courses customers before or after their golf activities, then data were analyzed via Pearson product moment correlation, Canonical correlation, and Multiple step wise Regression analysis. The data indicated several important results: 1. golf courses service quality and customer satisfaction showed positive correlation; 2. customer satisfaction and behavior intention showed significant correlation; 3. service quality and behavior intention showed significant correlation; 4. customer satisfaction and behavior intention also showed significant correlation; among all, we found customer satisfaction is the most dominant factor for behavior intention on golf courses users. After analyzing all data collected ,we concluded that in order for golf courses to be competitive in this industry world, customer satisfaction is the most important index to follow and to achieve, this should be the guideline for golf courses industry to maintain a high quality service standard and build up long term relationships with the customers is the key to successful management for golf courses. By providing high quality service and secure the value of worth will gain customer royalty, moreover, the customer will promote this value and recommend to other potential customers which may help golf courses gaining more business, this is more effective and economical way for golf industry to expand its market than spending high price marketing advertising to gain new customers. |
本系統中英文摘要資訊取自各篇刊載內容。