A STUDY ON APPLICATION OF KANO MODEL TO DISCUSS THE SERVICE QUALITY OF GOLF COURSE

• Main Authors: Wen-Chi Lee, 李文姬
• Other Authors: none
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/50112006099257020263

碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 93 === Abstract 　　The purpose of this research were to apply Kano 2D quality model to explore the quality property of service element of golf driving range and further access to the consumers’ demands toward different quality properties. The research proceeded with random sampling with 252 targets who were the consumers in the golf driving ranges with standard fairways of over 18 holes in five cities and counties of central region of Taiwan. The research was based upon questionnaire survey and proceeded with statistic and analytical methods such as Descriptive Statistics, Kano 2D quality model, Chi-Square Test, t-test, One-Way ANOVA Model, Scheffe method and Matzler’s satisfaction index model. 　　The research findings were the follows: 1. Among six service elements of Kano model, four with the attribute of must-be quality, one with the attribute of one-dimensional quality, and another with the attribute of attractive quality. 2. The consumers’ (with different characteristics) cognition toward 2D quality attribute did not reveal prominent difference with respect to service facility of extended products and safety; compared to people who were not the members, the members tended to cognizance more about the attribute of must-be quality with regard to value and guarantee of professional service; the consumers’ experience of playing golf and personal characteristics revealed different cognitions of must-be quality and one-dimensional quality with regard to the attribute of service facility of core products; the experience of playing golf revealed different cognitions of must-be quality and one-dimensional quality with regard to the attribute of service attitude of service personnel. 3. The consumers’ levels of value toward different quality properties were must-be quality> one-dimensional quality> attractive quality > indifferent quality. 4. Female consumers paid more attention upon hardware facilities of the golf driving range; male consumers paid more attention upon the rationality of safety and price and the feeling of actual service. 5. The research employed Matzler satisfaction index model to calculate the increased satisfaction index factor and reduced dissatisfaction index factor of different service elements. 　　Based upon the research findings, the researcher provided the suggestions as the reference for the companies of golf driving range with respect to the improvement of service quality.