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題名:以多層次線性模型探討大型運動賽會服務品質知覺之研究
書刊名:臺灣體育運動管理學報
作者:陳美燕 引用關係蔡心怡葉允棋 引用關係
作者(外文):Chen, Mei-yenTsai, Hsin-yiYe, Yun-ci
出版日期:2014
卷期:14:1
頁次:頁1-25
主題關鍵詞:服務品質知覺大型運動賽會滿意度階層線性模型運動休閒產業Perceived service qualitySports mega-eventSatisfactionHierarchical linear modelingHLMSports and recreation industry
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(3) 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:3
  • 共同引用共同引用:192
  • 點閱點閱:44
運動賽會的服務品質近年來受到國內外許多學者重視,而運動賽會所提供的各項服務都會影響參與者的服務品質知覺及滿意度,也是整個運動賽會成功與否的重要指標。本研究目的在於運用多層次線性模型建構大型運動賽會服務品質知覺對於賽會滿意度的影響模式,並且以個體層次(運動員)和團體層次(運動代表隊)驗證不同層次運動服務品質知覺對滿意度之間的關係。本研究對象為參加全國中等學校運動會的30個運動代表隊共405位運動員。結果顯示,在個體層次部分,運動服務品質知覺中的作業流程和時間流程因素對滿意度有顯著的直接影響效果;在團體層次部分,運動服務品質知覺中的經驗回憶因素對滿意度也有顯著的直接影響效果。針對上述的研究結果,本研究也對於實務管理的意涵以及未來研究方向提出相關的討論與建議。
Currently, many sports organizations are vying for customers and attempting to satisfy them through quality service. Providing customers with quality service may determine the success of a sports mega-event. This paper discusses topics related to sports-service quality and proposes a conceptual model that focuses on the individual athletes' and teams' perceptions of service quality and levels of satisfaction regarding a sports mega-event. The participants comprised 405 athletes, 256 men and 149 women, from 30 sports teams participating in the National Middle School Games. The study instruments included athlete demographics, a sports-service quality inventory, and a satisfaction scale. In the proposed model, the sports-service quality inventory, consisting of 11 factors, was assessed for acceptable construct validity and reliability. Because the analysis was conducted at the individual and team levels, hierarchical linear modeling was used to test the effect of individual satisfaction. The results indicated that relationships among the range-of-event factor, operating-time factor, and individual satisfaction were significant. In addition, a significant relationship existed between the ambience factor and team-level satisfaction. The study reveals the influence of service-quality perception and satisfaction on athletes at a sports event. Practical implications for sports-event organizers and sports marketers are discussed.
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