Publication:

2006年台灣國際馬拉松大賽服務品質之研究

本研究旨在瞭解2006台灣國際馬拉松大賽之各項服務品質其二維品質歸類情況，以為提升賽會服務品質之參考。以「2006台灣國際馬拉松大賽服務品質問卷」於2006年針對參加全程馬拉松之參賽者合計393名（男姓368名、女姓25名），進行問卷調查研究，問卷內容分為四個構面，分別為：活動品質、互動品質、成果品質及環境設施品質。所蒐集之資料以SPSS統計軟體進行描述性統計、t考驗、單因子變異數分析，並以薛費法做事後比較分析。

結果發現：一、2006台灣國際馬拉松之各服務構面品質在Kano二維品質模式的歸類上會有不同的品質屬性，屬於「魅力品質要素」者，有「適合不同的年齡層參與」、「比賽項目多樣化」、「能讓您有成就感」、「讓您結交同好」和「讓您認識當地風情」等5項；屬於「一維品質要素」者有19項；沒有出現「當然品質要素」、「無差異品質要素」、「反向品質要素」。二、參賽者的參賽目的依序為：運動健身、休閒調劑、創造個人成績、觀光旅遊、響應大會號召。三、獲得賽會訊息之管道依序為：網路、朋友告知、主辦單位宣傳

資料、報紙、廣告。四、構面的總得分以「互動品質」居第一，「環境設施品質」居次，「成果品質」更次之，「活動品質」居末。五、不同性別、是否參加路跑隊、是否曾參加馬拉松之馬拉松參賽者在各服務品質歸類的認知上沒有差異。六、不同學歷、不同年齡、不同婚姻狀況、不同職業、不同跑齡之馬拉松參賽者在各服務品質歸類的認知上沒有差異。

This research is intending to provide a reference to improve the service quality of this competition by understood its Kano Model quality classification situation of all service quality of 2006 Taiwan International Marathon. There are total 393 participants (Male: 368 persons, Female: 25 persons) who finished entire marathon route and join this research by writing the paper of “ Survey of 2006 Taiwan International Marathon Service Quality”. The survey contents are divided into four structures respectively is: Activity Quality, Interaction Quality, Achievement Quality, and Environment Facility Quality. All collected data is processed Describe Statistics, T-test, One way ANOVA by SPSS statistics software, and do the after event comparative analysis by Scheffes.

Then we found that: First, each service structure quality of 2006 Taiwan International Marathon is classified into different quality pattern by Kano Model. There are 5 items is belonged into “Attractive Quality” respectively as “It’s suitable for different age level to join”,“Various competition events”,“Getting accomplishment feeling”, “Meeting new friends with same hobby”,and“Experiencing local society custom and people’s sentiment”；There are 19 items belonged into "One-Dimensional Quality Element” but “must-be quality”, “No Interest-Indifferent Quality Element”, and “Reverse Quality Element”. Second, participant's participative motivations in order are: to exercise and get healthy body, to relax as leisure, to create personal new record, to tour and sightseeing, and to respond for Sponsor’s promotion. Third, channels to get the competition news in order are: Internet, friends’ information, Sponsor’s promotion DM, newspaper, and the advertisement. Fourth, the total scores of service category in order are: “ Interaction Quality” first, “ Environment Facility Quality” second, “ Achievement Quality” third, and “ Activity Quality” the last. Fifth, there is no recognition difference of each service quality classification for these Marathon participants about sex difference, and “Have been a road-run team member?” and “Have been participated Marathon race?” Sixth, there is no recognition difference of each service quality classification for these Marathon participants about the difference of school record, age, marriage status, occupation, and years of being a marathon runner.