運動服務業關係行銷之探究

A Study of Relationship Marketing on Sports Service Industry

許世芸(Shih-Yun Hsu) ； 陳元陽(Yuan-Yang Chen) ； 張良漢(Liang-Han Chang) ； 王沛文(Pei-Wen Wang)

《生物與休閒事業研究》 3卷2期 (2005/12) Pp. 165-185

https://doi.org/10.30133/BLIR.200512.0006

摘要

關係行銷在服務業行銷的範疇中，成為一個熱門話題，其受到如此重視的原因乃由於開發新顧客比留住舊顧客還要多花好幾倍的成本，關係行銷可培養顧客忠誠度。因此，本研究目的在瞭解關係行銷之內涵、建立適用於運動服務業應用之關係模式及分析模式中各因素之影響關係及其強度。以池冠游泳學校之會員為研究對象，藉由Bowen and Shoemaker (1998)所提出之MSR模式進行探討，共計發放360份，共回收有效問卷計295份，有效問卷回收率為81.95%。本研究發現Bowen and Shoemaker (1998)所提出之MSR模式在運動服務業亦可適用。最後，本研究提出相對之關係行銷以作為運動服務業之參考。

關鍵字

關係行銷 ； 運動服務業 ； 顧客忠誠度

並列摘要

Relationship marketing becomes a hot topic in service marketing. The reason why relationship marketing is treated so important is that the cost of finding new customers is several times that keeping the repeated customers. The relationship marketing can improve customers' loyalty. Therefore, the objectives of this research are to explore the definition of the relationship marketing, to build a useful relationship marketing model for sport service marketing, and to analyze the correlation ship of the factors in the model. Using Chi-Kwan Swimming School as a case study, this study employs the MSR model developed by Bowen and Shoemaker (1998). This study distributes 360 questionnaires and 295 copies are returned. The response valid rate is 81.95%. This research finds that the MSR model developed by Bowen and Shoemaker (1998) is applicable for the sport service industry. Finally, based on relationship marketing, this study makes relative suggestions for the sport service industry.

並列關鍵字

relationship marketing ； sport service industry ； customer loyalty