本研究旨在探討健身俱樂部內部行銷與教練服務導向組織公民行為的發展現況,以及兩者之間的關連性,並瞭解教練服務導向組織公民行為的內部影響機制。本研究對象為12間健身俱樂部171位教練,主要以結構方程模式(structural equation modeling, SEM)作資料分析。研究結果指出,健身俱樂部內部行銷與教練服務導向組織公民行為的表現具有中等以上的水準,在變數關連性上,兩者之影響關係為部分成立,教練服務導向組織公民行為的內部影響機制則獲得實證支持。本研究並依據研究結果,提出相關研究結論、實務意涵與未來研究建議,俾提升本研究的參考價值。
The purposes of this study were to explore the current situations and the relationship between internal marketing of fitness clubs and service-oriented organizational citizenship behavior of fitness trainers, and to investigate the internal mechanism of service-oriented organizational citizenship behavior of fitness trainers. The participants were 171 fitness trainers of 12 fitness clubs. The main data analysis was used structural equation modeling. The results showed that the scores of two research variables were upon middle level. The relationship on two research variables was partially proven. The internal mechanism of service-oriented organizational citizenship behavior of fitness trainers was supported. Base on the results, the researchers proposed some conclusions, practical implications and recommendations for fitness clubs industry as well as further study.