Publication:

應用行動研究改善運動健身俱樂部服務品質之個案實證研究

中文摘要

本研究旨在運用行動研究的精神「規劃－行動－觀察－反省」之基礎架構以解決問題之概念，找出影響個案運動健身俱樂部服務品質之關鍵因素，研擬改善計畫並實施改善行動，再針對改善實施成果進行評估及反省與修正，作為未來改進之依據，提供經營業者在經營管理上之建議，藉以提升會員之滿意度、增加競爭力。研究對象為158位綠山林運動健身俱樂部的會員，並以「綠山林健身俱樂部服務品質之滿意度調查問卷」為研究工具，進行問卷調查。根據實際調查所得的資料，分別以描述統計、t檢定、單因子變異數分析、薛費法等統計方式進行分析，結果發現：

一、在收集資料階段，進行相關資料的彙整，由研究結果得知：

（一）人口統計變項在服務品質之滿意程度有顯著差異。

（二）參與行為在服務品質之滿意程度有顯著差異。

二、在擬定行動方案階段，列出「軟硬體設施」與「人員表現」及「反應性」為優先改善構面，提出俱樂部之「相關資訊（網路服務、健康資訊）」與「促銷活動(如會員卡、促銷商品)」及「服務人員會迅速確實的告知會員服務的內容」之服務品質的行動改善方案，進行改善方案的實施與行動。

三、在行動改善方案之實施階段，1.針對俱樂部「網頁更新之設計」進行改善，提高會員的上網率及對俱樂部相關資訊傳遞的服務品質之滿意程度。2.針對俱樂部「相關的促銷活動」進行改善，提高會員對俱樂部之促銷活動服務品質的滿意度程度。3.針對服務人員進行「教育訓練課程」，以提升人員的服務觀念及能力。

四、在行動改善方案之評估成效與修正階段，經過為期3個月之行動改善實施後進行改善成效之評估，由改善實施之成果得知，在「促銷活動」與「服務人員能迅速確實的告知會員服務內容」的服務品質之實施方案已達預期效益，而「相關資訊的服務品質」則未能達預期成效。本研究從現況分析階段到成效評估階段，累積了釵h行動改善實施之寶貴的經驗，並根據本研究的發現對未來的改善提出幾點建議：「建立以顧客為導向之組織文化」、「收集有關會員需求與市場情報資訊並定期進行服務品質評估」、「發展服務特色與優勢」、「能全面的參與並獲高階主管的支持」、「持續並有系統建立服務品質目標、計劃、執行及糾正等活動」、「流程重於結果」。

Abstract

The purpose of this study was to apply the basic structure of the Action Research-“planning, action, observation and self-examination” to solve problems and to find the essential factors that would affect the service quality of the Sport & Health Club. Several plans were developed and implemented. Finally, the researcher evaluated, examined and corrected the feedback and got the correcting points for future improvement. The goal was to acquire the better opinions, that could give good management suggestions to the people in charge of the enterprises. The changes would promote the member's satisfaction and increase competitive advantage in their field.

The subjects were 158 members of the club. A Satisfactory Grades Questionnaires on Service Quality of the Club was developed as the instrument. Descriptive statistics, T test, one-way ANOVA and Scheff’e method were used to analysis the collected data. The results were as follows:

1. At the step of data collection, we summarized and got the research below:

(1)There were significant differences in Demographics on the satisfactory grades of service quality.

(2)There were significant differences in participation behavior on the satisfactory grades of service quality.

2. At the step of “action planning”, we not only studied concerned the pushing and relationship of improvement but also analyzed every factor of source and the views of managers. “Soft and hard ware appliance”,“the performance of workers”and“reaction”were listed and took as the priority of improvement. The focus of the action improvement proposal included the promotion of the club’s information service (internet service and health information), promotion activities (e.g.: member cards and promotion products) and quickly yet exactly inform members about the contents of service.

3. At the step of“action implementation” The researcher made an effort to improve the design of homepage revision. By differing varieties and technique of information service, the rate of members’ on-line increased. The satisfactory grade also increased on“information service”. On the item of “service quality on the promotion activities”, the satisfaction of members for the service quality on the promoting activities increased. for the other point of “ quickly yet exactly inform members about the contents of service”. An on-job-training program for employees was implemented.

4. At the step of “evaluation and correction”--3 months after action. From the results of improvement performance, we knew that on both points of “the service quality of club’s promotion activities”and“quickly yet exactly inform members about the contents of service”, we have gotten the expected outcome. On the point of “service quality on the club's relative information ”, we could not get the expected outcome. In the research, from the step of analyzing present condition to that of outcome evaluation, we accumulated a lot of precious experience of action improvement performance.　According to the findings of the research, we proposed some suggestions for future improvement: to establish the organization culture of consumers’ orientation, to collect the material for the demand of members and market information, and evaluate the service quality periodically, to develop service character and advantage”,“to participate in the project with all our heart and try to get the support of our chief officers. to continue to improve the activities and systematically to set up the service quality goal, design, execution and correction, and to standardize the service process for keeping the uniformity of service quality”.