高爾夫球場使用者知覺服務品質對忠誠度之影響－－以服務價值、滿意度為中介機制

The effect of golf course users' perceived service quality on loyalty- The mediate mechanism of service value and satisfaction

目的：本研究旨在探討高爾夫球場使用者所感受的服務品質對忠誠度的影響情形，以服務價值及滿意度作為中介機制，試圖建構因果模式，並提出管理上的意涵。方法：本研究採用問卷調查法，以高爾夫球場共441名實際使用者，作為本研究的對象，以便利取樣的方式蒐集相關資訊，依研究目的及驗證假設，本研究以結構方程模式探討其因果關係。結果：服務品質對服務價值及忠誠度具有直接的影響，服務價值對滿意度以及忠誠度有直接影響；因此可知服務價值在整個因果模式中扮演中介變項的角色。結論：高爾夫球場的使用者會因為好的服務品質，而反映出好的服務價值，進而對球場具有滿意的觀感及產生忠誠度的表現，建議業者在高度競爭的環境下，應致力提升高爾夫球場的服務品質以及服務價值。Purpose: The purpose of this study was to explore the influence of golf course users' perceived service quality on loyalty and to construct a cause-effect model by using service value and satisfaction as mediating mechanism. Managerial implication will also be provided. Methods: The survey was conducted by questionnaires. Data were collected from 441 golf course users by convenience sampling. Structural equation modeling was used to exam the hypotheses and cause-effect relationships. Results: Positive and direct effects were found for service quality to service value and loyalty, as well as service value to satisfaction and loyalty. Therefore, it could be concluded that service value plays the mediating role in this model. Conclusion: For golf course users, high service quality will result in good service value. As a result, their satisfaction and loyalty to the golf course will also be generated through the delivery of service value. It was suggested that in this highly competing environment, industries must develop their own service value for better satisfaction and loyalty of users.