泳渡日月潭滿意度、自我評估 對忠誠度的影響之研究

The Research of the Satisfaction, the Self Assessment, and the Loyalty of Swimming Across Sun Moon Lake

謝曜鍾(Hsieh-Yao Chung)

指導教授 ： 張良漢 教授

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

本研究旨在探討參與泳渡日月潭參與者滿意度、自我評估對忠誠度各因素的重要性排序、差異、及影響情形。研究的結果將可供主辦單位，作為未來舉辦時之參考。本研究採用問卷調查法，研究對象2008年泳渡日月潭的參與者。研究工具包括「滿意度量表」、「自我評估量表」、「忠誠度量表」及SPSS統計套裝軟體，資料分析的個人背景變項有性別、年齡、婚姻狀況、職業、學歷、每月收入及參加的次數等7項。本量表共發放1000份，回收有效問卷462份，有效回收率46.20%。回收之有效樣本依研究目的及驗證假設之需，分別採用描述統計、探索性因素分析、獨立樣本t考驗、單因子變異數分析、雪費爾事後比較及徑路分析等統計方法進行資料處理，研究結果發現：
一、 量表各因素重要排序，在滿意度方面為：活動規劃、報名與贈品、設備與服務。在自我評估方面為：非自我能力、自我能力。在忠誠度方面達「同意」的程度。
二、 量表各因素在背景變項差異考驗結果：在滿意度量表方面有不同年齡、不同婚姻狀況、不同學歷及不同參加次數等背景變項達顯著差異。在自我評估量表方面有不同性別、不同年齡、不同婚姻狀況、不同學歷及不同參加次數等背景變項達顯著差異。在忠誠度量表方面有不同婚姻狀況達顯著水準。
三、 滿意度及自我評估對忠誠度有顯著的正面影響效果。

關鍵字

泳渡日月潭、滿意度、自我評估、忠誠度 ； HASH(0x9a06730) ； HASH(0x9a067a8)

並列摘要

The objective of the research is to explore the importance order, differences and influences of the level of satisfaction, self assessment, and the loyalty of the participants swimming across Sun Moon Lake. The result of this research will be able to provide the organizing committee for future reference. The method adopted for this research is through questionnaires investigation, and the subjects are targeted at the participants swimming across Sun Moon Lake in 2008. The tools utilized in this research are satisfaction scale, self assessment scale and loyalty scale. SPSS statistics software is also adopted to analyze the seven factors of the personal backgrounds: gender, age, marital status, vocation, educational background, income level, and the frequency of participation. 1000 questionnaires have been distributed and 462 completed ones have been returned. Due to the objective of this research and the needs to prove the hypothesis, the researcher uses descriptive statistics, factors analysis, independent sample t-test, one way ANOVA, Scheffe and path analysis as statistics methods to analyze the data. The results are as follows:
(一) The importance orders of each factor scale in satisfaction are activity plan, registration and goodies, facilities and services. In self assessment scale, the importance orders are inability and self ability. In loyalty scale, majority agreed with the importance order.
(二) The test results of the background differences in each factor scale are as follows. In satisfaction scale, there are significant differences among different age, different marital status, different educational background, and frequency of participation. In self assessment scale, there are significant differences among different gender, different age, different marital status, different educational background, and frequency of participation. In loyalty scale, there is significant difference in different marital status.
(三) Satisfaction and self assessment have significant positive influence on loyalty.

並列關鍵字

swimming across sun moon lake, satisfaction, self assessment, loyalty

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