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題名:從顧客體驗觀點非對稱性分析游泳池複合式經營品質
書刊名:運動休閒管理學報
作者:高立學 引用關係曲宏義蔡碩倉吳天方
作者(外文):Gau, Li-shiueChu, Hung-yiTsai, Shuo-changWu, Tain-fung
出版日期:2012
卷期:9:1
頁次:頁39-54
主題關鍵詞:游泳池體驗行銷品質複合式經營KanoSwimming poolExperiential marketingQualityComposite operations
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:2
  • 點閱點閱:33
本研究採用體驗行銷的概念,從顧客體驗的角度,發展游泳池複合式經營品質項目。使用Kano二維品質非對稱性分析,了解各品質項目在滿意面和不滿意面的影響程度,提供非線性思維的資訊給業者,可以更有效精確的使用資源在經營品質項目的改善或維持。研究方法採用問卷調查,以2009年全國衛生局檢驗合格的收費複合式游泳池425間為母體,依不同規模,進行比例配額抽樣。在各現場將問卷發放給消費者填寫,回收有效問卷399份,其中男性172人。問卷內容包括25題經營品質項目,採用正、反兩面問法,受訪者各勾選「滿意、理所當然、沒感覺、能忍受、不滿意」,採用交叉表歸類該項目,進行加總後,以次數比例高者做為該品質的類型。結果顯示有4個當然品質、2個一維品質和19個魅力品質,有5個品質項目的不滿意影響係數大於滿意影響係數。25個品質項目皆沒有無差異品質的項目,顯示有實務上參考價值。當然品質傾向為帶來感官和情緒體驗的項目,特別是有關安全考量的項目,是消費者認為必定要有的。而思考和關聯體驗則傾向為魅力品質,行為體驗的品質類型有待針對不同族群進一步釐清。各業者可以根據其顧客群對各品質項目的重視程度和滿意情況,配合本研究的分類,找到急迫需要改善的項目。
In this study, the concept of experiential marketing was applied into the creation of quality items for the management of complex swimming pool from the perspective of the customer experiences. Kano's two dimensional analyses were used to understand the asymmetrical impacts of every quality item on satisfaction or dissatisfaction. This non-linear information will help managers more accurately and effectively use resources to improve or maintain quality. A survey questionnaire was used, including 25 quality items. Respondents were asked to answer "satisfactory, must-be, neutral, can live with it, or dissatisfactory" for positive and negative inquiries of each quality item. The participants were recruited by quota sampling from the population of 425 private complex swimming pools which past the inspection by Department of Health in 2009. Questionnaires were administered to the consumers at the pools and 399 returned questionnaires were valid with 172 males. A cross table with the two answers by each respondent for each quality item was used to classify every item. The type of quality item was then decided by the highest percentage of frequencies. The results showed that four quality items were must-be, two items were one-dimensional, and 19 items were attractive. There were 5 quality items which had a higher impact on dissatisfaction than that on satisfaction. None of 25 quality items were classified as indifferent items, indicating all these items could have practical values for managers' references. Must-be items were more related to experiences of "sense" and "feel". Particularly, items about security were considered requisite. Quality items related to experiences of "think" and "relate" were more likely classified as attractive. As for the items related to behavioral experiences, their classifications could be different by various customer segments. Along with the information of the classification, data about the customers' perceived importance and satisfaction with each quality item in any individual swimming pool can be gathered to help its manager identify urgent item(s) for improvement.
期刊論文
1.Kano, N.、Seraku, N.、Takahashi, F.、Tsuji, S.(1984)。Attractive Quality and Must-be Quality。The Journal of Japanese Society for Quality Control,14(2),39-48。  new window
2.高立學、曾鈐惠、謝百亮(2011)。幼托園所經營服務特色的二維分析--重視度與表現值。敏惠學報,8,179-202。  延伸查詢new window
3.高立學(20110600)。觀賞運動活動吸引力和觀賞效益的非對稱性關係分析:以「高雄世運」和「臺北聽奧」為例。運動休閒管理學報,8(1),1-17。new window  延伸查詢new window
4.Matzler, Kurt、Sauerwein, Elmar、Heischmidt, Kenneth A.(2003)。Importance-performance Analysis Revisited: The Role of the Factor Structure of Customer Satisfaction。The Service Industries Journal,23(2),112-129。  new window
5.Matzler, Kurt、Hinterhuber, Hans H.(1998)。How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment。Technovation,18(1),25-38。  new window
6.Mikulic, I.、Prebezac, D.(2011)。Evaluating hotel animation programs at Mediterranean sun-and-sea resorts: An impact-asymmetry analysis。Tourism Management,32(3),688-696。  new window
會議論文
1.Gau, L. S.(2011)。2010 World Cup Night in the national stadium outdoor broadcast: An asymmetry analysis of attributes impact。the 26rd Annual Conference of the North American Society for Sport Management,University of Western Ontario (會議日期: 20110701-20010704)。  new window
學位論文
1.曲宏義(2010)。以體驗行銷觀點探討複合式游泳池經營品質之研究(碩士論文)。亞洲大學,台中市。  延伸查詢new window
2.曾怡禎(20114)。體驗行銷、服務品質與顧客忠誠度關係之探討--以江南渡假村為例(碩士論文)。南華大學,嘉義縣。  延伸查詢new window
3.王麗雅(2009)。觀光工廠服務品質、體驗行銷、知覺價值與滿意度關係之研究(碩士論文)。國立屏東商業技術學院。  延伸查詢new window
4.許世彬(2007)。以Kano二維品質模式探討顧客體驗行銷之研究--以台中縣假期游泳池為例(碩士論文)。亞洲大學,臺中。  延伸查詢new window
5.邱臣右(2009)。臺北市立中小學游泳池委外經營現況與困境之研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
6.楊平如(2010)。體驗行銷、服務品質、顧客滿意度與顧客忠誠度之關係探討--以民宿為例(碩士論文)。國立屏東商業技術學院,屏東。  延伸查詢new window
7.張偉斌(2011)。服務品質、體驗行銷、體驗價值對顧客滿意度之影響:以2010台北國際花卉博覽會為例(碩士論文)。國立中正大學。  延伸查詢new window
圖書
1.Schmitt, Bernd H(1999)。Experiential Marketing。New York:The Free Press。  new window
2.Herzberg, F.、Mausner, B.、Snyderman, B. B.(1959)。The Motivation to Work。New York, NY:John Wiley & Sons, Inc.。  new window
3.Maslow, Abraham H.、Frager, Robert、Fadiman, James、McReynolds, C.(1970)。Motivation and Personality。Harper。  new window
4.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
 
 
 
 
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