Publication:

服務品質、觀眾滿意度及忠誠度之關聯性研究－以2008年企業排球聯賽為例

本研究旨在探討2008年男子企業排球聯賽服務品質與觀眾滿意度及觀眾忠誠度之現況，以及三者間的關係。本研究採問卷調查法，參考相關學者的研究以自編之「企業排球聯賽服務品質、觀眾滿意度及觀眾忠誠度問卷調查」為研究工具，針對觀看企業排球聯賽觀眾發放600份問卷進行調查。根據實際調查所得資料，以項目分析、信效度分析、因素分析、描述性統計、單因子變異數分析、雪費多重檢定、Pearson相關分析、多元迴歸分析、AMOS結構方程模式等統計方法進行資料分析。其結果發現：

一、在本研究中2008年企業排球聯賽男性觀眾較女性觀眾者為多；在年齡方面「21~30歲」所佔的比例最大；在婚姻狀況方面未婚觀眾之比例較已婚為高；在教育程度方面以大學生居多；在個人每月收入方面以無收入受訪者所佔比率最高；職業方面看出學生之受訪者所佔比率最多；在居住地方面可看出居住在南部之受訪者所佔比率最高。

二、企業排球聯賽服務品質構面經描述述統計分析得知發現，觀眾最關心的是可靠性構面其次為有形性、保證性、關懷性、最後為反應性。

三、在觀眾滿意度構面經描述述統計分析得知發現，觀眾最關心的是球員表現構面，其次為場地設施、賽事精采、最後為人力資源。

四、在觀眾忠誠度構面經描述述統計分析得知發現，觀眾最關心的是觀眾再購構面，其次為主動推薦、交叉購買、最後為價格容忍。

五、人口統計變項在服務品質與觀眾滿意度、觀眾忠誠度之差異各構面皆有不同。

六、服務品質與觀眾滿意度及觀眾忠誠度之相關分析成正相關。

七、服務品質各構面與觀眾滿意度進行迴歸分析發現，服務品質可預測顧客滿意度；以服務品質、觀眾滿意度各構面對觀眾忠誠度進行迴歸分析發現，服務品質、觀眾滿意度可預測觀眾忠誠度。

八、經AMOS結構方程模式的分析得知，服務品質對觀眾忠誠度之直接影響未達顯著水準，所以進一步以觀眾滿意度為中介變項，整體模式的各項適配度統計值均相當理想，顯示以觀眾滿意度為中介下之服務品質關係模式可獲得支持。

This study aims at investigating the service quality, the audience satisfaction, and the audience loyalty of the 2008 Men’s Business Volleyball League and the correlation among these three dimensions. Applying the questionnaire survey method, this paper uses the self-edited Questionnaire on Service Quality, Audience Satisfaction, and Audience Loyalty of the Business Volleyball League as the research tool and sends out 600 copies of the questionnaire to the audience watching the matches for investigation. The data actually obtained is analyzed by statistic analysis methods, such as Item Analysis, Reliability and Validity Analysis, Factor Analysis, Descriptive Statistics, One-way ANOCA, Scheffe’s Test, Pearson's Correlation, Multiple Regression, and AMOS Structural Equation Modeling. The results are listed as follows:

1According to this study, the male audience is more than the female audience in the 2008 Business Volleyball League; for age, “21-30 years old” occupies the highest percentage; for marriage status, the unmarried audience is more than the married audience; for education level, the majority of the audience possess a college degree; for personal monthly income, the investigated audience without income occupies the highest percentage; for profession, the majority of the audience are students; for residential area, the majority of the investigated audience live in southern Taiwan.

2According to the descriptive analysis results of the service quality dimension of the Business Volleyball League, the aspect that the audience cares the most is reliability, and the others are in turn tangibility, assurance, empathy, and responsiveness, the least.

3According to the descriptive analysis results of the audience satisfaction dimension, the aspect that the audience cares the most is player’s performance, and the other aspects are in turn facility, match content, and human resources, the least.

4According to the descriptive analysis results of the audience loyalty dimension, the aspect that the audience cares the most is audience repurchase, and the other aspects are in turn active recommendation, cross-buying, and price tolerance, the least.

5The demographic variable varies in service quality, audience satisfaction, and audience loyalty

6According to the correlation analysis, service quality, audience satisfaction, and audience loyalty are positively correlated.

7According to the regression analysis on audience satisfaction and each aspect in the service quality dimension, service quality can predict customer satisfaction; according to the regression analysis on audience loyalty by service quality and each aspect of the audience satisfaction dimension, service quality and audience satisfaction can predict audience loyalty.

8According to the AMOS Structural Equation Modeling, the direct influence of service quality on audience loyalty is not significantly salient. Therefore, audience satisfaction is further used as the intermediated variable, and each fit value of the overall model is considerately ideal, indicating that the service quality relation model with the audience satisfaction as the intermediated variable can be supported.