臺灣博碩士論文加值系統

休閒產業中的高爾夫鄉村俱樂部於民國七十年初期，隨著台灣經濟的起飛、國民所得的提高及消費型態的轉變蘊育出享名國際的經營規模，此類休閒渡假鄉村俱樂部的客源招募均採會員制，平日之收費水平不低，但其能提供完善的硬體設施，服務態度更是親切、有禮與與熱誠。一家鄉村俱樂部會員招募的達成率可以反應出其全面的服務品質，單次消費顧客對服務傳遞時的服務態度與服務品質感到滿意時，才能產生顧客加入會員的意願，業者的開發成本也才能藉會員的入會金來回收還本。因此如何提昇服務品質、顧客滿意度與顧客入會意願，是相關企業在服務領域上建立屬於自己競爭力的重要策略與課題。因此，有關服務品質、顧客滿意度與入會意願之間的關係研究將具有其實質的探討價值。
本研究採用PZB量表做為問卷設計基礎，對台灣地區鄉村俱樂部會員進行抽樣調查，經由描述性統計、T檢定、因素分析及典型相關分析後，所得到的結論包括顧客滿意程度與人員服務品質的現況屬於中上程度；顧客滿意度、服務品質與入會意願呈正向相關。會員證購買動機以運動、強健身體為主要理由；會員證購買評估準則以俱樂部的環境優美、整潔乾淨與與交通便利為主要考量。
近年入會的會員與十年前入會的動機明顯不同，十年前會員證具有保值或投資價值，但目前新入會的會員考量為社會身份象徵、休閒運動保健與社交活動而有所差異，但對服務品質與顧客滿意度兩方面的注重並無明顯改變。故研究提出業者在追求高服務品質與高顧客滿意度以增強顧客入會意願之建議方向。同時也提供業者未來招募會員方面的行銷策略參考，進而逐步提昇國內鄉村俱樂部產業服務品質與顧客的滿意程度，成就台灣鄉村俱樂部永續健全發展。

目 錄
中文摘要………………………………………………………………… i
英文摘要…………………………………………………………………iii
致謝……………………………………………………………………… iv
目錄……………………………………………………………………… v
圖目錄……………………………………………………………………viii
表目錄……………………………………………………………………ix
第一章 緒論…………………………………………………………… 1
1.1 研究背景……………………………………………………… 1
1.2 研究動機……………………………………………………… 2
1.3 研究目的……………………………………………………… 4
1.4 研究範圍與對象……………………………………………… 4
1.5 研究流程……………………………………………………… 5
1.6 研究限制……………………………………………………… 6
第二章 文獻探討……………………………………………………… 7
2.1 高爾夫及高爾夫鄉村俱樂部的延革………………………… 7
2.1.1 高爾夫運動的延革.…………………………………………… 7
2.1.2 高爾夫鄉村俱樂部的延革…………………………………… 9
2.2 服務及服務的特性…………………………………………… 11
2.2.1 服務的定義…………………………………………………… 11
2.2.2 服務的特性…………………………………………………… 12
2.2.3 服務業的分類………………………………………………… 14
2.3 服務品質……………………………………………………… 15
2.3.1 服務品質的構面……………………………………………… 16
2.3.2 服務品質的模式……………………………………………… 21
2.3.3 服務品質的衡量……………………………………………… 27
2.4 顧客滿意度…………………………………………………… 31
2.4.1 顧客滿意度的重要性………………………………………… 31
2.4.2 顧客滿意度的定義…………………………………………… 34
2.4.3 顧客滿意度之決定因素……………………………………… 38
2.4.4 顧客滿意度之衡量…………………………………………… 44
2.5 服務品質、顧客滿意度與入會意願之關聯性… 51
第三章 研究方法…………………………………………… 55
3.1 研究架構……………………………………… 55
3.2 研究之變數內容與定義……………………… 55
3.2.1 服務品質……………………………………… 55
3.2.2 顧客滿意度…………………………………… 56
3.2.3 抱怨傾向……………………………………… 57
3.2.4 忠誠度………………………………………… 57
3.2.5 顧客特徵(人口統計變數)…………………… 58
3.3 研究假設……………………………………… 58
3.4 問卷設計……………………………………… 59
3.4.1 高爾夫俱樂部會員對其入會意願的影響因素與動機…………………………………………………………………… 59
3.4.2 服務品質的期望程度與實際認知…………… 60
3.4.3 顧客滿意度的衡量…………………………… 61
3.4.4 服務品質與入會意願關係調查……………… 61
3.4.5 抱怨傾向及忠誠度…………………………… 61
3.4.6 個人基本資料………………………………… 62
3.5 資料收集方式與抽樣設計…………………… 62
3.5.1 抽樣設計……………………………………… 62
3.5.2 樣本結構……………………………………… 62
3.6 分析方法……………………………………… 64
第四章 資料分析結果與討論………………………………… 66
4.1 信度與效度的分析…………………………… 66
4.2 入會意願的影響因素與動機之分析………… 67
4.3 高爾夫會員對俱樂部服務品質的重視度與實際感受之分析 68
4.4 顧客滿意度對入會意願影響項目分析……… 71
4.5 服務品質對入會意願影響之分析…………… 76
4.6 抱怨傾向、忠誠度與入會意願相關分析…… 78
4.7 人口統計變數對入會意願相關分析………… 80
4.8 研究假設的檢定結果………………………… 82
第五章 結論與建議…………………………………………… 83
5.1 結論…………………………………………… 83
5.1.1 入會意願的影響與動機分析………………… 83
5.1.2 高爾夫會員對俱樂部服務品質的重視度與實際感受之分析…………………………………………………………… 83
5.1.3 顧客滿意度對入會意願影響項目分析……… 84
5.1.4 服務品質對入會意願影響析………………… 85
5.1.5 抱怨傾向、忠誠度與入會意願相關分析…… 86
5.1.6 人口統計變數對入會意願相關分析………… 87
5.2 貢獻與建議 ………………………………… 88
5.2.1 貢獻…………………………………………… 88
5.2.2 建議……………………………………………90
參考文獻…………………………………………………………… 92
附錄一 問卷調查………………………………………………… 103
圖 目 錄
圖1.1本研究流程………………………………………………… 5
圖2.1服務業的分類……………………………………………… 14
圖2.2服務品質的決定因素……………………………………… 19
圖2.3顧客觀點的服務品質模式………………………………… 21
圖2.4服務作業特性品質模式…………………………………… 23
圖2.5 Gronroos認知服務品質模式……………………………… 24
圖2.6服務品質觀念化模式……………………………………… 25
圖2.7服務接觸過程評價模式…………………………………… 27
圖2.8無差異區間示意圖………………………………………… 42
圖2.9消費者容忍度示意圖……………………………………… 43
圖3.1觀念性架構………………………………………………… 55
圖3.2新CCB分類方法……………………………………………… 57
圖3.3分析性架構………………………………………………… 65
表 目 錄
表2.1 SERVQUAL量表之衡量構面及其組成項目………………… 29
表2.2顧客滿意度決定因素彙總表……………………………… 43
表3.1本研究之服務品質項目…………………………………… 60
表3.2有效樣本之人口統計特徵資料…………………………… 63
表4.1問卷信度與效度彙總表…………………………………… 67
表4.2入會意願之影響因素及動機比例分析…………………… 68
表4.3重視程度與實際感受度差距之檢定……………………… 69
表4.4顧客滿意度對入會意願影響之因素分析………………… 71
表4.5顧客滿意度之構面因素對入會意願相關分析…………… 75
表4.6入會意願之影響因素及動機與顧客滿意度相關分析…… 76
表4.7服務品質對入會意願影響之比例分析…………………… 77
表4.8整體服務品質對入會意願之檢定………………………… 78
表4.9抱怨傾向及忠誠度與入會意願相關分析………………… 78
表4.10新CCB分類列聯表………………………………………… 79
表4.11入會意願與抱怨傾向之交叉分析………………………… 80
表4.12人口統計變數對入會意願相關分析……………………… 80
表4.13會員證屬性、購證時間及價格對入會意願相關分析…… 81
表4.14購證時間與會員屬性、會員總價相關分析……………… 81
表4.15年所得與年齡、會員總價相關分析……………………… 81
表4.16研究假設之檢定結果……………………………………… 82

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