- 期刊
- OpenAccess
探討World Gym品牌形象、知覺價值及轉換成本對顧客滿意度之影響性
The influence of brand image, perceived value and switching cost on satisfaction: An empirical study of World Gym
摘要
在人們已遭受到兩年多的後疫情時代裡，醫學進步與健康意識抬頭的帶領下，更喚醒國人重新體認到運動的必要與需求性，而坊間的健身俱樂部在這波浪潮中，亦已顯現出其品牌形象、知覺價值及轉換成本等議題對業者能否持續經營與獲得顧客滿意度的重要性。因此，本研究以此四大構面做為研究架構的重點，探討影響World Gym健身俱樂部顧客滿意度的彼此關聯性。針對使用過健身俱樂部的顧客做為本研究施測的對象，以相關學者的研究發現及理論建構出本研究的統計模型，再透過統計分析軟體SPSS及SmartPLS統計模型軟體來檢驗構面間關聯狀況的顯著性及測量變項的權重。研究結果顯示：World Gym健身俱樂部之品牌形象、知覺價值及轉換成本三者對於顧客滿意度，均具有顯著且正向的影響性在，此外，並提出可以運用的方法提供給業者做營運參考的依據，建議可以重新審視各構面具實質的重要項目，藉以確實強化或提升顧客的滿意度，以期能建立起更具競爭優勢的經營特性。
並列摘要
Due to living standard improvement and the medical advancement, people's demands and attention to health have increased. There are so many fitness clubs in the market that provide people choices. It is essential for chain fitness club managers to raise consumers' experience by improving their satisfaction. Chain fitness club managers could build strong brand image, outstanding perceived value and high switching cost to create customer satisfaction. Our research focuses on the relationships among brand image, perceived value, switching cost and customer satisfactions of a chain fitness club in Taiwan, namely, World Gym. The research results show that the relationships among brand image, perceived value, switching cost and satisfaction are significant. Through this research, we can have better understandings of the relationships among these variables. The theoretical and practical implications of this research are also provided.