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

Application of Multilevel Linear Modeling for Perceived Service Quality at a Sports Mega-Event

10.6547/tassm.2014.0001

陳美燕(Mei-Yen Chen)；蔡心怡(Hsin-Yi Tsai)；葉允棋(Yun-Ci Ye)

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 quality ； sports mega-event ； satisfaction ； hierarchical linear modeling (HLM) ； sports and recreation industry

臺灣體育運動管理學報

14卷1期（2014 / 06 / 30）

1 - 25

繁體中文

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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