服務品質、滿意度與忠誠度之探討－以新竹地區女性健身俱樂部為例

國人對於健康愈趨重視，促使我國健身產業快速發展，並於2007年開始出現第一座女性專屬健身俱樂部，顯示女性運動人數已具有相當規模，足以使健身產業業者進行區隔化之商業經營。然而，目前研究卻鮮少著墨於女性健身俱樂部／健身房。因此，本研究針對新竹地區之女性健身俱樂部探討服務品質、滿意度與忠誠度之關係，並透過問卷調查法進行資料蒐集，再以結構方程模式進行實證分析。結果顯示服務品質除了正向影響滿意度與忠誠度外，亦能透過滿意度之中介作用影響忠誠度。此外，本研究進一步利用消費者期望與實際體驗差距探討顧客的滿意狀況，結果發現服務品質項目中除了「有形性」之「外觀裝潢氣派」與「服務人員儀容整齊體面」使女性消費者在體驗後感到滿意之外，其餘皆為不滿意，其中又以「關懷性」與「保證性」之期望體驗差距最大。綜合而言，女性消費者認為服務品質愈好，則滿意度愈佳，然其對健身俱樂部之服務品質期望大多高於實際感受，顯然業者仍有改善空間。

關鍵字

健身俱樂部；服務品質；滿意度；忠誠度

並列摘要

The health industry develops rapidly in Taiwan. However, the health club in Taiwan is mainly for men, not chiefly for women. But women also need the health club to satisfy their sports needs. Therefore, in 2007, Hsinchu has the first tailor-made female health club. It shows that the female market has development potential. On the other hand, the past researches seldom focus on the female health club; therefore, this study takes this gap to further discuss. In the meanwhile, this study takes questionnaire survey to collect the data and structural equation modeling (SEM) to analyze it. The results reveal that service quality not only positively and directly influences satisfaction and loyalty, but also positively and indirectly influences the loyalty when satisfaction as a mediator. In other words, the female consumers think that service quality is better, and satisfaction is better. In addition, this study further discusses the satisfaction gap between expected and perceived of service quality. The results reveal that the female consumers are satisfied with appearance decoration of health club and staffs' looks of tangibles only, and others are unsatisfied. Moreover, empathy and assurance have the most gaps. That is to say, when expected service quality is greater than perceived mostly, the proprietor should do more improvements to enhance satisfaction.