| Summary: | 碩士 === 國立臺灣體育大學 === 運動管理學系碩士班 === 97 === This study aims at investigating the service quality, the audience satisfaction, and the audience loyalty of the 2008 Men’s Business Volleyball League and the correlation among these three dimensions. Applying the questionnaire survey method, this paper uses the self-edited Questionnaire on Service Quality, Audience Satisfaction, and Audience Loyalty of the Business Volleyball League as the research tool and sends out 600 copies of the questionnaire to the audience watching the matches for investigation. The data actually obtained is analyzed by statistic analysis methods, such as Item Analysis, Reliability and Validity Analysis, Factor Analysis, Descriptive Statistics, One-way ANOCA, Scheffe’s Test, Pearson's Correlation, Multiple Regression, and AMOS Structural Equation Modeling. The results are listed as follows:
1According to this study, the male audience is more than the female audience in the 2008 Business Volleyball League; for age, “21-30 years old” occupies the highest percentage; for marriage status, the unmarried audience is more than the married audience; for education level, the majority of the audience possess a college degree; for personal monthly income, the investigated audience without income occupies the highest percentage; for profession, the majority of the audience are students; for residential area, the majority of the investigated audience live in southern Taiwan.
2According to the descriptive analysis results of the service quality dimension of the Business Volleyball League, the aspect that the audience cares the most is reliability, and the others are in turn tangibility, assurance, empathy, and responsiveness, the least.
3According to the descriptive analysis results of the audience satisfaction dimension, the aspect that the audience cares the most is player’s performance, and the other aspects are in turn facility, match content, and human resources, the least.
4According to the descriptive analysis results of the audience loyalty dimension, the aspect that the audience cares the most is audience repurchase, and the other aspects are in turn active recommendation, cross-buying, and price tolerance, the least.
5The demographic variable varies in service quality, audience satisfaction, and audience loyalty
6According to the correlation analysis, service quality, audience satisfaction, and audience loyalty are positively correlated.
7According to the regression analysis on audience satisfaction and each aspect in the service quality dimension, service quality can predict customer satisfaction; according to the regression analysis on audience loyalty by service quality and each aspect of the audience satisfaction dimension, service quality and audience satisfaction can predict audience loyalty.
8According to the AMOS Structural Equation Modeling, the direct influence of service quality on audience loyalty is not significantly salient. Therefore, audience satisfaction is further used as the intermediated variable, and each fit value of the overall model is considerately ideal, indicating that the service quality relation model with the audience satisfaction as the intermediated variable can be supported.
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