A Marketing Analysis between Consumer Satisfaction and Leisure Involvement to Fitness Centers in Taiwan

臺灣運動休閒中心會員的消費者滿意度與休閒參與之間市場關聯性分析探討

鍾國銘(Guo-Ming Jung) ； 陳明宏(Ming-Hung Chen) ； 賈凡(Fan Chia)

《臺中學院體育》 5期 (2008/12) Pp. 42-54

https://doi.org/10.6980/TZXYTY.200812.0042

摘要

此研究目的主要探討臺灣運動休閒中心的會員在休閒參與和行為型忠誠度的相互關聯性。這研究發現休閒參與和感情型忠誠度及投資型忠誠度有直接正面相關聯的交互影響。由此可知，營造高滿意的休閒參與活動，是一個提高消費者忠誠度的關鍵必備條件。這研究的發現可以提供一些貢獻給臺灣運動休閒中心的管理者，幫助他們改善活動課程內容及場地設施，同時這研究結果也提供了有價值的資訊給決策者及管理者，為的就是去幫助他們理解關於休閒參與和態度型忠誠度顯著關聯性，以提升運動休閒中心的營運利潤。

關鍵字

休閒參與 ； 行為型忠誠度 ； 休閒運動中心

並列摘要

The general problem of this study was to examine the psychological commitment of the relationship between fitness participants' leisure involvement and their behavioral loyalty within Taiwanese fitness centers agencies. This study found that the leisure involvement has a direct positive relationship with affective loyalty and investment loyalty. These results suggested that the development of the level of consumer loyalty appears to be best explained as a progressive process. The finding of this study may be important because it may provide valuable information for program directors and managers of sport fitness clubs in order to comprehend significant relationships regarding leisure involvement and their attitudinal loyalty levels in relation to Taiwanese sports organizations.

並列關鍵字

leisure involvement ； behavioral loyalty ； sport fitness clubs

參考文獻

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