Publication:

服務品質、關係品質對於參與者行為意向之研究-以中正籃球運動聯盟為例

本研究主要的目的是在探討中正籃球運動聯盟的參與者對於服務品質、關係品質以及參與者行為之關係與差異情形，並以第七屆中正籃球運動聯盟之參與球隊、球員為研究對象。本研究以問卷調查的方式共發出236份，有效問卷為218份，並根據實際所得資料進行描述性統計、單因子變異數分析、典型相關分析等統計方式分析，獲得研究結果如下：

一、參與者有效樣本特徵為26至30歲、教育程度為大(專)

院別、職業為上班族、平均月收入為20001至30000元、參與籃球運動頻率每週一至三次以及參與臺北市籃球聯盟次數為一至三次。二、不同人口統計變項在中正籃球運動聯盟之服務品質上有部分之顯著差異。三、不同人口統計變項在中正籃球運動聯盟之關係品質上有部分之顯著差異。四、不同人口統計變項在中正籃球運動聯盟之參與者行為意向上有部分之顯著差異。五、中正籃球運動聯盟之服務品質對於關係品質上是具有相關性存在的。六、中正籃球運動聯盟之關係品質對於參與行為意向上是具有相關性存在。

最後，本研究依據結果，提出中正籃球運動聯盟行銷及規劃之策略，並具體建議如何透過關係行銷活動與良好的服務品質，與參與者建立良好的關係品質，進而提高參與者之行為意向。

The purpose of this present study was to explore the relationship of the Jung-Jeng basketball league participants’ service quality, relationship quality and behavior intention of the participants. In this research, 236 questionnaires were sent out to collect data, and 218 of them were used in data processing. Data were analyzed by descriptive statistics, one-way ANOVA, and canonical analysis. The results were found as follows: 1.Base on effective polls, most of the respondents were 26 to 30 years old participants, the level of education were college and university, and the occupation were office workers, the income was NT$20001 to NT$30000, and frequency of participant in basketball was 1 to 3 of a week, and the number of participating Taipei City basketball league was 1 to 3 times. 2.There was a partial significance of the different demographic variables of the service quality of Jung-Jeng sport basketball league. 3.There was a partial significance of the different demographic variables in the relationship quality of Jung-Jeng sport basketball league. 4.There was a partial significance of the different demographic variables in the participants of behavior intention of Jung-Jeng sport basketball league. 5.There was a positive significant relationship between the Service quality and relationship quality. 6.The relationship quality was positively correlated to the participants of behavior intention.

By using the research results to examine the study, the researchers suggested a plan and marketing strategy for Jung-Jeng sport basketball league for building participants relationships intention, and enhancing participants intention through relationship marketing and service quality.