Golf Course Services Quality in Central Region, Taiwan

• Main Authors: Shih-Ta Liao, 廖士達
• Other Authors: Chen,Yi-Ming
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/66749110621638693345

碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 94 === Golf Course Services Quality in Central Region, Taiwan National Yunlin University of Science & Technology Abstract The objectives of this study mainly focus on the services quality of golf courses in the central region here in Taiwan. This study compares golfers’ opinions for services qualify provided and contrast the differences of quality recieved. There is also an in-depth look into both providers’ and staffs’ view of service quality operationally. The outcome of this study can be used as reference points for vendor’s future planning and service quality improvement. Using the “Central Region Golf Course Service Quality Measurement Chart” as a tool, the key findings in this study are concluded as following: 1.Background analysis and services characteristic: In this study, we focus the most of 38% in B level caddies and the least of 1 % in S or T level. The caddy position contributes about 83% of all services staff in the golf industry and plays a key role. Most of the caddies are female. The attrition rate is not very high in this position. Most of the consumers are middle age business man or business partners. 2.Service staff’s view on service quality and process: Most of the staffs are committed to serve the golfer the best they can. They all agree that provide the best service to golfers is the highest priority. The sense of responsibilities from the staffs also plays an important part. 3.Customer’s satisfaction rate for services: There is a great difference of opinions based on different occupations and age groups. There is also a lot of different feedback based on the interviewers’ income and education level. 4.Comparison of different opinions from consumer verses golf field providers on the topic for service quality From professional perspective, consumers pay more attention to the professionalism of services provided in the field more so than the suppliers. From service attitude perspective, consumers are also more sensitive to the quality received. On the sales front, consumers also tend to be more sensitive to the sales mechanism. Consumers also pay more attention to the security concerns in the filed and environment. Overall, consumers recognize the efforts providers put in various areas mentioned above. Service providers should pay proper attention and focus on improving service quality in order to retain more customers