臺灣博碩士論文加值系統

本研究旨在以關係品質模式探討高爾夫球場服務品質對會員推薦意願之影響。以中部地區14間高爾夫球場之會員為研究對象，透過問卷調查法發放600份問卷，有效問卷回收501份，有效回收率為83.5%。所得資料以描述性統計及結構方程模式進行分析後，結果如下：一、本研究建構之關係品質模式適配度良好；二、高爾夫球場會員在服務品質、關係品質及推薦意願上皆有中高程度之正向認知感受存在；三、高爾夫球場會員所感受到的服務品質，可正向影響球場業者與會員間的關係品質，進而影響會員之推薦意願。依據上述結果，建議高爾夫球場可以針對不同消費型態之會員，提供高品質的服務，以強化企業與顧客間的互利關係，促使會員主動推薦球場，以達口碑行銷之效益。

The Study aimed at investigating the effects of golf courses qualities and clubhouses amenities services on earning club membership recommendation by the implementation of the relationship quality model. The research subjects of the study were current members of selected fourteen golf clubs in Central Taiwan. After a convenience sampling approach was adopted, a total of 600 questionnaires were distributed and 501 valid copies were collected, 83.5% response rate. Descriptive statistical analysis and structural equation modeling (SEM) were performed for data analysis. The analysis results were as follows：1. The overall model fit of the linear structure model was fairly good, and the internal quality of structure model fit was positive as well; 2. The scores of club members’ perceived service quality, relationship quality and membership recommendation were above average; 3. Golf courses qualities and clubhouses amenities services mainly affected relationship quality, and relationship quality mainly affected membership recommendation, and relationship quality of golf club member had a certain level of mediating effect on golf courses qualities and clubhouses amenities services and membership recommendation. The results suggested golf courses providing different service contents to different types of memberships, which could advance the mutual benefits between consumers and golf clubs and also help for encouraging members to recommend club membership as an implementation of word of mouth marketing.

目　　錄
摘　　　要 I
謝　　　誌 III
目　　　錄 IV
表　目　錄 VI
圖　目　錄 VII
第壹章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 6
第三節　名詞解釋 6
第貳章　文獻探討 8
第一節　服務品質意涵之探討 8
第二節　關係品質意涵之探討 20
第三節　推薦意願意涵之探討 28
第四節　服務品質、關係品質與推薦行為相關研究之探討 30
第五節　本章總結 34
第参章　研究方法 35
第一節　研究步驟及流程 35
第二節　研究架構 37
第三節　研究假設 38
第四節　研究對象及範圍 38
第五節　研究工具 39
第六節　資料處理及分析方法 43
第肆章　研究結果分析與討論 48
第一節　樣本描述性統計分析 48
第二節　高爾夫球場服務品質、關係品質及推薦意願結構性分析 50
第三節　高爾夫球場服務品質、關係品質及推薦意願現況分析 62
第四節　高爾夫球場服務品質、關係品質及推薦意願影響性分析 66
第五節　討論 68
第伍章　結論與建議 73
參考文獻 77
中文部分 77
英文部分 78
附錄一、本研究問卷 90 
表　目　錄
表2-2-1　關係品質構面彙整表 23
表3-4-1　臺灣中部地區高爾夫球場一覽表 38
表3-5-1　服務品質衡量構面及問項之摘要表 40
表3-5-2　關係品質衡量構面及問項之摘要表 41
表3-5-3　推薦意願衡量構面及問項之摘要表 42
表3-6-1　測量模式適配度指標 45
表3-6-2　測量模式之適配度檢定摘要 47
表4-1-1　人口背景變項資料統計表 49
表4-2-1　變數常態檢定摘要表 51
表4-2-2　服務品質一階模式適配摘要表 53
表4-2-3　服務品質量表信效度分析摘要表 54
表4-2-4　服務品質二階模式整體適配評鑑摘要表 56
表4-2-5　關係品質一階模式整體適配評鑑摘要表 57
表4-2-6　關係品質量表信效度分析摘要表 58
表4-2-7　推薦意願一階模式整體適配評鑑摘要表 59
表4-2-8　推薦意願量表信效度分析摘要表 59
表4-2-9　服務品質、關係品質及推薦意願之區別效度摘要表 61
表4-2-10 整體適配評鑑摘要表 62
表4-3-1　服務品質現況分析摘要表 63
表4-3-2　關係品質現況分析摘要表 64
表4-3-3　推薦意願現況分析摘要表 65
表4-4-1　服務品質、關係品質及推薦意願路徑分析摘要表 67
 
圖　目　錄
圖2-1-1　服務品質之顧客衡量模式圖 17
圖2-3-1　Crosby et al. 關係品質模式圖 27
圖3-1-1　研究步驟流程圖 36
圖3-2-1　本研究架構圖 37
圖4-2-1　服務品質之一階標準化估計值模式圖 53
圖4-2-2　服務品質之二階標準化估計值模式圖 55
圖4-2-3　關係品質之一階標準化估計值模式圖 57
圖4-2-4　推薦意願之一階標準化估計值模式圖 59
圖4-4-1　二階模式整體適配評鑑圖 67

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