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題名：以多層次分析探討臺北市運動中心服務品質屬性、形象及顧客滿意度關係之研究
作者：黃美珠
作者(外文)：Huang, Mei-Ju
校院名稱：國立體育大學
系所名稱：體育研究所
指導教授：陳美燕
學位類別：博士
出版日期：2014
主題關鍵詞：服務品質屬性；運動中心形象；顧客滿意度；多層次研究；階層線性模式；service quality attributes；sport center image；customer satisfaction；multilevel research；Hierarchical Linear Modeling (HLM)
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顧客滿意及維持顧客忠誠是參與性運動設施服務業經營的核心議題，瞭解影響顧客滿意的關鍵因素將有助於改善組織績效與競爭優勢。尤其是參與性運動設施服務具有無形性特質，建立良好的組織形象與提供消費者良好的服務品質不僅可影響消費者的態度與行為，同時也有助於運動組織與競爭者建立市場區隔。本研究主要目的為運用多層次分析探討服務品質屬性、形象與顧客滿意度間的關係。以6座臺北市運動中心為研究範圍，採橫斷面之兩階段研究取向方式收集資料，研究工具為自陳式問卷，包括服務品質量表、運動中心形象量表及顧客滿意度量表與個人基本資料。第一階段預試目的，在驗證量表因素結構及信效度檢驗，以245位運動中心消費者為研究對象 (男生105人，女生140人)，經由服務品質量表及顧客滿意度量表的翻譯、回溯翻譯、驗證性分析等資料分析程序，修正後測量模式具有良好的信度與建構效度。驗證性分析結果發現，服務品質屬性包括核心服務品質、人員服務品質及周邊服務品質三個服務衡量構面，運動中心形象則為單一構面。經由第一階段預試結果可知，本研究量表具有良好的信效度。
本研究根據第一階段預試結果修正問卷後，在6座臺北市運動中心進行問卷正式施測，第二階段正式施測目的在進行研究模式與假設驗證，以260 位運動中心消費者為研究對象 (男生107人，女生153人)。本研究以階層線性模式分析具有巢狀的資料，探討在個人層次，服務品質屬性對顧客滿意的影響；在組織層次，運動中心形象對顧客滿意的影響；以及在組織層次，運動中心形象對個人層次之服務品質屬性與顧客滿意度之調節效果。研究結果顯示，消費者個人層次，在控制消費者性別、年齡及運動頻率的影響下，核心服務品質及人員服務品質對於顧客滿意度有顯著正向影響；周邊服務品質對於顧客滿意度沒有顯著正向影響。在控制個人層次消費者的人口統計變項、核心服務品質、人員服務品質及周邊服務品質的影響後，組織層次的運動中心形象對個人層次的顧客滿意度有顯著正向影響。此外，組織層次運動中心形象在個人層次服務品質屬性與顧客滿意度間並無顯著調節效果。本研究透過多層次分析，從消費者個人層次及組織層次驗證顧客滿意度的前置變項，延展參與性運動設施服務相關研究發現。
Increasing customers’ satisfaction and retaining customers have become increasingly important for sport services industry. A better understanding of key drivers of customer satisfaction is essential for sport organizations to improve organizational performance and competitiveness. Specially, the intangible characteristics of the participant sport services may enhance the crucial role of image and good service quality in influencing customers’ attitudes and behavior, and differentiating themselves from competitors. The main purpose of this paper is to test the relations among service quality attributes, image, and customer satisfaction at Taipei Sports Centers by utilizing multilevel analysis. Through purposive sampling, two studies (Ns = 245 and 260) are conducted among customers at 6 Taipei Sports Centers.
This study adopts a cross-sectional design using self-administered questionnaires to collect data. Instrument of this study consists of two sections: service quality attributes, image, customer satisfaction, and demographics. Service quality and customer satisfaction are both translated and back-translated into Chinese in line with established cross-cultural translation procedures (Brislin, 1980). Confirmatory factor analysis is then conducted on each of the service quality, sport center image and customer satisfaction scales to estimate the convergent validity and discriminant validity of the measures at Study 1. The result indicates that the re-specified measurement model for service quality has three attributes (core service quality, personnel service quality, and peripheral service quality), while the re-specified measurement model for sport center image has uni-factor. From the analysis of the Study 1 results, two measurement models demonstrate adequate convergent validity and discriminant validity. Based on the reliability and validity analysis of study 1, the construct scales show satisfactory measurement qualities.
Furthermore, this study tests the hypothesized model and the relations among the constructs by utilizing Hierarchical Linear Modeling (HLM) at Study 2. Previous work on customer satisfaction has mostly focused on single-level analysis. This multilevel research is a step towards developing a more comprehensive model to know how factors across different levels interact with one another and jointly determine customer satisfaction. The result indicates that given control for individual demographics, individual-level core service quality and personnel service quality are both significantly associated with customer satisfaction, whereas peripheral service quality is not significantly associated with customer satisfaction. Given control for individual demographics and individual-level service quality attributes, organization-level sport center image is significantly associated with customer satisfaction. Furthermore, sport center image doesn’t moderate the relations between customer service quality attributes and customer satisfaction. This study is an attempt to advance knowledge by developing a multilevel model to identify individual- and organizational-level antecedents of customer satisfaction.
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