賽會服務品質與價值對現場觀眾滿意度及忠誠度之相關性研究－－以中華職棒為例

A study of the relationship between event service quality and value and spectators' satisfaction and loyalty - An example of Chinese Professional Baseball League

目的：本研究旨在探討職棒現場觀眾所感受之服務品質、服務價值、滿意度及忠誠度的關係。方法：本研究樣本的選取係以中華職棒16年於新莊、臺中、臺南等球場，所舉辦球季之例行賽的現場觀眾為本研究的對象，採便利取樣的方式進行問卷調查及蒐集相關資訊，依研究目的及驗證假設，本研究以典型相關、皮爾森積差相關及多元逐步迴歸進行資料分析。結果：服務品質與服務價值及滿意度與忠誠度二者之間均有顯著的相關，且服務品質、服務價值會影響滿意度。結論：職棒現場觀眾所感受到的服務品質程度會反映出對服務價值的觀感；服務品質中的球場實體設施、球場服務互動、球場信賴可靠、球場安全與服務保證及情感價值對滿意度均具有正面的意義，建議職棒運動產業之經營者及行銷管理人員可參酌本研究的發現予以因勢利導，後續研究者可在加上行為意向等變項，作為測量職棒現場觀眾，是否未來願意再繼續接受後續服務的參考指標。

Purpose: The objective of this study was to explore the relationship among service quality, service value, customer satisfaction, and customer loyalty of the professional baseball audience at the stadium. Methods: The survey was conducted by convenience sampling in the Chinese Professional Baseball Year of 16 at the professional baseball stadiums in Shinjuang, Taichung and Tainan. Canonical correlation analysis, Pearson and multiple regression analysis were employed to test the research hypotheses and to achieve the study objective. Results: The research findings showed that for the professional baseball audience at the stadium, both service quality and service value, satisfaction and loyalty were correlated, service quality and service value could significantly influence customers' satisfaction. Based on the research findings, some managerial strategies were recommended to the agencies associated with professional baseball stadiums. Conclusion: the level of service quality that audiences experience on the professional baseball stadium will show the degree of their impression on the service value. On the other hand, the emotion value, stadium dependency and trust, stadium safety, and service guarantee have the positive meaning on customer satisfaction. It is recommended that the professional baseball sports industrial managerial and marketing and management personnel can refer to the findings in this research for further planning and strategies. Future researchers are suggested to employed behavioral intention variables to measure the willingness of accepting the service for the professional baseball audience at the stadium.