- 期刊
健康體適能俱樂部「顧客價值階梯」之初探－以亞力山大板橋與新莊分店為例
Customer Value Hierarchy Model Research in Health and Fitness Clubs-Take the Branches of Alexander Club in Banchiau and Shinjuang for Example
摘要
Most predecessors had weighted their researches on the degree of customer satisfaction in the subject of health and fitness clubs study; however, the investigation about the appraisal of the customer value in this area was rare. Studying the customer value was not only to examine the attributes of the product or service and results and objectives after using, but also further to explore the real needs and wants of the customers. Hence, the aim of this project was to quantify the data and used the theory of Customer Value Hierarchy Model by Woodruff & Gardial as the framework to examine the relation among the consumption attribute, the consumption consequence and the consumption goal. Moreover, the questionnaires were adopted from memberships of Alexander Health and Fitness Club. A total numbers of 300 members were selected for this study at 86.3% valid rate (259 out of 300). In addition, by means of Description Statistics and Pearson Correlation analysis, the results indicated that:1.the consumption attribute and the consumption consequence had positive correlation(r=0.311, p ＜.01);2.the consumption consequence and the consumption goal had positive correlation(r = 0.681, P ＜ .01);3.and the consumption attribute and the consumption goal had positive correlation(r= 0.155, p ＜ .05)Therefore, the consequence of this study could not only prove the Customer Value Hierarchy Model, and the connection of the consumption attribute, the consumption consequence and the consumption goal, but penetrate the overall customer value.
並列摘要
Most predecessors had weighted their researches on the degree of customer satisfaction in the subject of health and fitness clubs study; however, the investigation about the appraisal of the customer value in this area was rare. Studying the customer value was not only to examine the attributes of the product or service and results and objectives after using, but also further to explore the real needs and wants of the customers. Hence, the aim of this project was to quantify the data and used the theory of Customer Value Hierarchy Model by Woodruff & Gardial as the framework to examine the relation among the consumption attribute, the consumption consequence and the consumption goal. Moreover, the questionnaires were adopted from memberships of Alexander Health and Fitness Club. A total numbers of 300 members were selected for this study at 86.3% valid rate (259 out of 300). In addition, by means of Description Statistics and Pearson Correlation analysis, the results indicated that:1.the consumption attribute and the consumption consequence had positive correlation(r=0.311, p ＜.01);2.the consumption consequence and the consumption goal had positive correlation(r = 0.681, P ＜ .01);3.and the consumption attribute and the consumption goal had positive correlation(r= 0.155, p ＜ .05)Therefore, the consequence of this study could not only prove the Customer Value Hierarchy Model, and the connection of the consumption attribute, the consumption consequence and the consumption goal, but penetrate the overall customer value.