國民運動中心服務品質、顧客滿意度對再購意願影響之探討－以高應大國民運動中心為例

A Study of Service Quality, User's Satisfaction and Repurchase intention of National Kaohsiung University of Applied Sciences Civil Sports Center

陳秀惠(Hsiu-Hui Chen)

《高應科大體育》 16期 (2017/12) Pp. 90-101

摘要

本研究以「高應大國民運動中心」為探討個案，探究國民運動中心所提供之服務品質，消費者感受之顧客滿意度對再購意願之影響及三者之間的關係。本研究採問卷調查法，以研究者自編之「國民運動中心服務品質、顧客滿意度與再購意願問卷」為研究工具，對高雄應用科技大學國民運動中心之使用者進行調查。結論如下：一、運動中心服務品質的「保證性」及「可靠性」同意度最高，「關懷性」的同意度較低。顧客滿意度上以「服務人員」之因素滿意度最高，而滿意度最低的因素為「便利性」。二、運動中心所提供之服務品質，消費者感受之顧客滿意度對再購意願的相關性皆呈現出正相關。三、服務品質的「可靠性」及顧客滿意度的「服務人員」因素對於再購意願有較高的預測能力。依據研究結果，建議提高運動中心服務品質之「關懷性」及顧客滿意度之「便利性」，更能提升消費者之再購意願。

關鍵字

國民運動中心 ； 服務品質 ； 顧客滿意度 ； 再購意願

並列摘要

The main purposes of this study were to discuss the relation between service quality, user's satisfaction and repurchase intention, and the case study of National Kaohsiung University of Applied Sciences civil sports center. This research was conducted through questionnaire survey, random proportion sampling. The conclusions were as follows: 1. The highest factors of service quality perceived by users resulted from this research was Assurance and Reliability; and Service Person as for users' satisfaction. 2. There were significant differences in the relations between service quality, consumer satisfaction and repurchase intention. 3. Reliability under service quality and Service Person under users' satisfaction were the strongest predictors for repurchase intention. In order to increase users' repurchase intention, the civil sports center should provide ＂Empathy＂ and ＂Convenience＂ to their users.

並列關鍵字

Civil Sports Center ； Service Quality ； User's Satisfaction ； Repurchase intention