運動場館服務補救與消費者行為意圖之相關研究－以臺北小巨蛋為例

Study on Correlation between Service Recovery of Gymnasiums and Consumers' Behavioral Intention-A Case Study of Taipei Arena

鄭三權(San-Chuan Cheng)；蔡文星(Wen-Shing Tsai)；林啟川(Chi-Chuan Lin)

服務品質 ； 運動產業 ； 顧客管理 ； 消費者行為 ； service quality ； sport industry ； customer management ； consumer behavior

運動與健康研究

4卷1期（2015 / 04 / 30）

66 - 80

繁體中文

本研究指在探討臺北小巨蛋的顧客消費者在服務補救與行為意圖的關聯性，以及顧客消費者群體社經背景分佈的情況，進而提出相關具體依據。本研究採用問卷調查法，問卷設計是經過統計檢定和專家審視所完成，問卷結構共包含三個部分，第一部份為基本資料、第二部份服務補救量表、第三部份則為行為意圖量表，所有題項的Cronbach's α都在.71-.74之間，共計發出300份問卷，經刪除份無效問卷後實得有效問卷289份、有效回收率為96.33%。研究結果顯示：臺北小巨蛋的顧客消費者在服務補救與行為意圖是有顯著相關性的，所以本研究假設與模式是成立的。故本研究最後依據研究結果及研究群體對象社經背景分佈的情況，提出相關建議。

The study aims to probe into the correlation between consumers' opinions about the service recovery of Taipei Arena and their behavioral intention, and the distribution of social-economic status of consumers to propose related and concrete suggestions. The study employed questionnaire survey, and the questionnaire was designed on the basis of statistical tests and expert review. The questionnaire included three parts: the first part was basic information, the second one was a service recovery scale, and the third one was a behavioral intention scale. Cronbach's α of all items was between .71 and .74. 300 copies of the questionnaire were distributed, and among which, 289 copies were considered valid upon the elimination of invalid copies, making a 96.33% valid recovery rate. The results of the study show that there was a significant correlation between consumers' opinions about the service recovery of Taipei Arena and their behavioral intention, so the hypothesis and mode of the study were tenable. Therefore, the study proposes related suggestions based on its results and the distribution of social-economic status of the research subjects.

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