Publication:

休閒技擊運動事業服務品質調查研究－以國術為例

中文摘要

本研究以Parasuraman、Zeithaml和Berry的SERVQUAL量表及其理論為基礎，建構休閒技擊運動事業（國術）服務品質量表，以臺灣地區國術場館做調查，發現國術場館服務品質的構面與題項，根據調查所得資料，以描述統計、單因子變異數分析、成對樣本t考驗等統計方法處理，結果發現：

一、建構完成三構面17題項的休閒技擊運動事業服務品質量表。

（一）「瞭解╱熟知會員」構面：教練能瞭解會員的學習狀況、做好學習建議，認識會員、考量會員需求、主動給予關懷，具備足夠回答會員問題，尤其對新近會員多加關懷。

（二）「禮貌性」構面：教練有親切態度、朝氣蓬勃的精神，對會員有禮貌性的尊重，在服務時能給會員有安全感，有激勵會員的熱誠。

（三）「安全可靠性」構面：場館應設寬敞衛生的淋浴及休憩區、現代化的教學設備，定期保養器材，場館使用以會員為主，為會員投保意外傷害險、訂有公平契約維護會員權益。

二、國術場館女性會員人數比例（26.3%），雖較一般健身俱樂部為少，但學習國術行為顯著高於男性會員；會員每次活動的時間顯著較一般健身俱樂部為長。

三、國術場館會員以大專學生（39.9%）為主，顯示大專院校國術社團有很大發展的空間；高中職學生會員（5.4%）偏低。

四、國術場館會員以大學教育程度居多，已就業會員以坐式生活方式職類會員為主，會員收入以四萬元以下較多，顯示國術為深具特色、且優質的全民化之休閒運動。

綜合本研究所探討的相關文獻及調查結果，提出下列建議：

一、各服務業特性不一，評量服務品質的量表應重新建構。

二、重視關心、關懷、真誠的服務，型塑休閒運動事業新方向。

三、禮貌對待會員，增進和諧互動。

四、配合時代休閒脈動，活化國術教材。

五、瞭解會員真正需求，加強服務行銷理念。

六、增設場館基本設施，提昇休閒運動事業競爭力。

七、主動參與學校社團服務，培植國術傳承人才。

Abstract

The research examined the service quality (SQ) of Chinese Martial Arts (CMA) gyms in Taiwan. Based on the SERVQUAL, introduced by Parasuraman, Zeithaml and Berry, a measurement is developed to construct the dimensions and items used to evaluate the SQ of CMA gyms. The collected data were analyzed by descriptive statistics, one-way ANOVA, and t-test. The results are as follows:

1.A measurement, consisting 3 dimensions of 17 items, is constructed to evaluate the SQ of CMA gyms;

2.The dimension of understanding/knowing members indicates that the tutor has to know the member’s ability, make proper suggestions about learning, get acquainted with the member, meet his needs, automatically care about him, be able to answer his questions, and especially care the new member more;

3.The dimension of courtesy indicates that the tutor has to be friendly and energetic, respect the member, and make him feel safe and encouraged;

4.The dimension of security and reliability indicates that the gym administration and periodically maintain has to offer spacious and sanitary bathrooms, rest areas, and modern equipment. Members are insured for accidents and protected by a fair contract about privileges;

5.Fewer female members appear in CMA gyms (26.3%) than those in previous studies on health clubs. However, female members frequent CMA gyms more than male members. Moreover, the members in CMA gyms spend longer in exercising than those in any other kind of health clubs;

6.The majority of the members in CMA gyms is college students (39.9%). This shows that CMA clubs have many potential members in the college. Few high school students (5.4%) are found in CMA gyms;

7.Most of the members in CMA gyms have a bachelor’s degree. Most of the working members lead sedentary lifestyle, with a salary within NT＄40,000. This explains that CMA are particular and good quality recreational sports for people.

Based on relevant literature and the results of this research, the following suggestions are made:

1. Reconstruct the measurement of SQ, because each service business is unique;

2.Offer caring and enthusiastic service to build up a new avenue for recreational sports businesses;

3.Be courteous to members to establish a harmonic interaction;

4.Keep up with the times to make the teaching material of CMA lively;

5.Meet members’ needs to promote service marketing;

6.Upgrade the devices of CMA gyms to enhance the competitiveness of recreational sports businesses;

7.Automatically offer service to the clubs on campus to cultivate talent for CMA.