暑期游泳推廣教育消費者滿意度構面之發展：以中原大學為例

Dimension Development of Customer Satisfaction for Summer Swimming Continuing Education-an example of situation in Chung Yuan Christian University

詹正豐(Cheng-Feng Jan) ； 高三福(San-Fu Kao)

《體育學報》 36期 (2004/03) Pp. 157-167

https://doi.org/10.6222/pej.0036.200403.2014

摘要

隨著經濟的發展，國內有關運動產業消費者滿意度的研究逐漸受到重視。然而，回顧相關的研究發現，目前並沒有針對暑期游泳推廣教育消費者滿意度的研究，而相關的消費者滿意度衡量構面也極缺乏。因此，本研究的主要目的是針對研究者所服務學校的暑期運動推廣教育-暑期游泳推廣班進行研究，建構暑期游泳班之消費者滿意度構面。本研究首先參考國內外相關研究，及訪談相關工作人員，擬定出7個向度39項內容的初步消費者滿意度構面，隨後將初步的滿意度構面編製成問卷施測，收集到251份有效問卷。經過因素分析及信度分析，結果獲得五個穩定因素，分別命名為「教練教學」、「家長休息區」、「再購意願」、「衛生條件」與「報名服務」。本研究最後從服務品質的一階向度與二階向度進一步的進行討論，並提出在相同性質的學校暑期游泳班進行相同研究的建議。

關鍵字

消費者滿意度 ； 推廣教育 ； 游泳池

並列摘要

Following the progress of Taiwan's economy, the research regarding the customer satisfaction was becoming more and more concerned by the sports industry. However, it has been found, while reviewing the relevant customer satisfaction studies conducted in the past, no study has been carried out in terms of customer satisfaction toward the summer swimming continuing education, which has then resulted an insufficient knowledge for building up the dimensions of evaluation for customer satisfaction. Therefore, the research carried out a customer satisfaction study on a summer swimming camp in Chung Yuan Christian University, where the researchers were employed, with an objective of building up a relevant dimensions of customer satisfactions. The research developed a preliminary structure of customer satisfactions compose of 7 dimensions and 39 items through content analysis of relevant literature reviews obtained domestically and abroad and interviews with staffs of the summer swimming continuing education camp. A questionnaire was then established to collect data. There were 251 subjects responded to the questionnaires. Five stable factors were found using the Factor Analysis and Reliability Analysis as a result. The five factors were ” Teaching Method”, ”Rest Area Layout Design”, ”Willingness to Repeat Buy”, ”Sanitary Conditions”, and ”Enrollment”. The research was discussed farther based on first-order dimension and second-order dimension of customer service quality, then suggested precede study at the university, which was equipped with same facilities.

並列關鍵字

customer satisfaction ； continuing education ； swimming pool

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