淡水區暑期游泳訓練班課程滿意度與再購意願之研究－以量化為主質化為輔之研究取徑

The Study of Satisfaction and Repurchase Intention for Summer Swimming Training Classes in Tamsui Area-Quantity and Quality as Research Approaches

陳凱智(Kai-Chih Chen) ； 李俞麟(Yu-Lin Lee) ； 陳瑞辰(Jui-Chen Chen)

《運動休閒管理學報》 16卷3期 (2019/09) Pp. 1-31

https://doi.org/10.6214/JSRM.201909_16(3).0001

摘要

本研究目的以淡水區暑期游泳訓練班學員為對象，探討研究對象參與特徵，以及課程滿意度現況；比較不同背景變項對課程滿意度的差異情形；探究課程滿意度對再購意願的預測情形。透過量化為主、質化為輔的研究方法，量化以自編問卷量表，於2016年7月18日至8月26日採隨機抽樣方式調查，有效問卷391份，資料再以描述統計、t檢定、單因子變異數分析、多元逐步迴歸分析進行分析。質化以自編訪談題綱，於8月26日採合目標抽樣方式，進行焦點團體訪談。結果發現：一、研究對象以距離教學場所6－10分鐘、個人獨自參與、9－11歲的男性學員為主要特徵；二、滿意度整體評價為滿意，各構面評價依序為教學成效與溝通、櫃檯人員品質、空氣水質與衛生、救生人員品質、課程制度與盥洗環境、請假補課與緊急鈴、招生宣傳與報名、費用交通與停車；三、不同性別、參與身分、參與形式的學員在滿意度評價具有顯著差異；四、「費用交通與停車」構面因素對再購意願影響力最大。結論：師資與教學因素是過去影響再購意願的主要因素，然而於今日的社會經濟環境之下，顧客考量報名費用成為影響其再購意願的主要因素。因此，建議建立嚴謹的定價策略與策略性的優惠活動折扣；系統性優化師資與教學內容，提供多樣化水域教學活動體驗，並增加家長溝通資訊傳遞時間。

關鍵字

多元逐步迴歸 ； 焦點團體訪談

並列摘要

The purpose of this study was to discuss the present situation of curriculum satisfaction, compared the differences on curriculum satisfaction under different demographic variables, explored the prediction of repurchase intention via crriculum satisfaction variable. Quantitative study was surveyed by Random Sampling. A self-designed questionnaire was used to survey the variables on July 18 to August 26, 2016. The 391 valid questionnaires were analyzed by descriptive statistics, t-test , one-way ANOVA, and multiple stepwise regression analysis. Qualitative study was surveyed by purposive sampling. A self-designed interview outlines was used for focus group interview on August 26. Results: The study were indicated as: (1) Objects characteristics were 6-10 minutes from the teaching place, individual involved alone, and male student from 9-11 year old. (2) Overall satisfaction evaluation was satisfaction, dimensions scored sort to teaching effectiveness and communication, counter staff quality, water-air quality and sanitation, life-saving quality, curriculum system and shower environment, make up classes and emergency bell, publicity and registration, cost-distance and parking. (3) Customers between different gender, identity of participation and participation form had significantly differences on satisfaction variable. (4) ＂Cost-distance and parking＂ dimension had the most significantly influence on the repurchase intention. Conclusion: Teacher and teaching dimension was the main factor which influenced repurchase intention in the past, however in today's socio-economic environment, the main factor affecting repurchase intention was registration fee. Therefore, the suggestions as following: (1) Establishing a rigorous pricing strategy and strategic discounts. (2) Systematic optimizing teacher and teaching content, providing a variety of experiences on water teaching activities, and increasing the communication time with parents.

並列關鍵字

Multiple Stepwise Regression Analysis ； Focus Group Interview

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