不同社經地位與技術水準的高爾夫球友對高爾夫球場服務品質認知之研究

An Investigation of The Service Quality of Golf Course Using Golfer's Social-Economic Status and Motor Skills

本研究目的是在探討高爾夫球場服務品質的因素及比較球友的社經地位及技術水準對高爾夫球場服務品質的認知。本研究以民國九十年七月十日至七月二十日共十一日，在永安高爾夫球場打球的球友為研究對象。回收問卷共337份，扣除作答不完整的問卷25份，本研究有效問卷為312份（93％）。以「社經地位自陳量尺」和「高爾夫球場服務品質量表」測量高爾夫球友對永安高爾夫球場服務品質的認知，研究結果發現：高爾夫球場的服務品質因素有行政場地因素、員工態度因素、球友便利因素、收費餐飲因素及桿弟服務因素等。高社經地位的球友在行政場地、球友便利、桿弟服務及餐飲收費等因素滿意情形高於低社經地位的球友，這應是高社經地位的球友在球場上較受禮遇的現象和現實社會存在以貴為尊的最佳寫照。高技術水準的球友在行政場地、員工態度、球友便利、餐飲收費及桿弟服務等因素的滿意情形都低於低技術水準的球友，這顯示永安高爾夫球場的各項服務品質在高技術水準的球友心中，尚未達到一流球場的水準。The purpose of this study was to explore the essential factors of the service quality for golf course and to compare the different satisfaction of service quality for golf course between the golfers with different social-economic status and motor skill. There were 337 subjects recruited from Yung-Ann golf course. To investigate and compare the service quality of golf course by the questionnaires of Social Status Self-Report Scale and Golf Course Service Quality Scale. The effective questionnaires were 312 cases (93%). The results of this study showed as following: 1.The five essential factors of service quality of golf course were administrative affair, employee's service, meal cost, caddy's service, and convenience for player. 2.There was significant difference in the service quality of Yung-Ann golf course in social-economic status between high and low group and motor skills between upper and lower group.