Publication:

應用Kano模式探討高爾夫球場服務品質定位之研究

本研究之目的旨在應用Kano二維品質模式探討高爾夫球場服務要素的品質屬性；並瞭解消費者對各品質屬性的需求。本研究以前往中部地區五縣市設有18洞以上標準球道之高爾夫球場消費者隨機抽樣，有效樣本合計252人為研究對象。研究方法採問卷調查法，所得資料以描述性統計、Kano二維品質模式、卡方檢定、t檢定、單因子變異數分析、Scheffe法事後比較、Matzler滿意指標模式等進行統計與分析討論。

研究結果發現：一、六項服務構面以Kano模式區分，有四項被歸為當然品質屬性，一項為一元品質屬性，一項為魅力品質屬性。二、消費者不同特徵對二維品質屬性的認知，在衍生產品服務設施與安全可靠性方面無顯著差異；會員對於價格與專業服務保證性之當然品質屬性認知比率較非會員為高；消費者球齢別與差點別對核心產品服務設施屬性有當然品質與一元品質認知上之差異；球齡別對於服務人員服務態度屬性也有當然品質與一元品質認知上之差異。三、消費者對於不同品質屬性之重視程度為當然品質>一元品質>魅力品質>無差異品質。四、女性消費者較重視球場之硬體設施，男性消費者較重視安全與價格的合理性以及實質服務之感受。五、利用Matzler滿意指標模式計算出各服務因素之增加滿意指標係數及減少不滿指標係數。

依據研究結果提出建議，供高爾夫球場業者做為改善服務品質的參考。

Abstract

The purpose of this research were to apply Kano 2D quality model to explore the quality property of service element of golf driving range and further access to the consumers’ demands toward different quality properties. The research proceeded with random sampling with 252 targets who were the consumers in the golf driving ranges with standard fairways of over 18 holes in five cities and counties of central region of Taiwan. The research was based upon questionnaire survey and proceeded with statistic and analytical methods such as Descriptive Statistics, Kano 2D quality model, Chi-Square Test, t-test, One-Way ANOVA Model, Scheffe method and Matzler’s satisfaction index model.

The research findings were the follows: 1. Among six service elements of Kano model, four with the attribute of must-be quality, one with the attribute of one-dimensional quality, and another with the attribute of attractive quality. 2. The consumers’ (with different characteristics) cognition toward 2D quality attribute did not reveal prominent difference with respect to service facility of extended products and safety; compared to people who were not the members, the members tended to cognizance more about the attribute of must-be quality with regard to value and guarantee of professional service; the consumers’ experience of playing golf and personal characteristics revealed different cognitions of must-be quality and one-dimensional quality with regard to the attribute of service facility of core products; the experience of playing golf revealed different cognitions of must-be quality and one-dimensional quality with regard to the attribute of service attitude of service personnel. 3. The consumers’ levels of value toward different quality properties were must-be quality> one-dimensional quality> attractive quality > indifferent quality. 4. Female consumers paid more attention upon hardware facilities of the golf driving range; male consumers paid more attention upon the rationality of safety and price and the feeling of actual service. 5. The research employed Matzler satisfaction index model to calculate the increased satisfaction index factor and reduced dissatisfaction index factor of different service elements.

Based upon the research findings, the researcher provided the suggestions as the reference for the companies of golf driving range with respect to the improvement of service quality.