- 期刊
健身俱樂部關係品質對顧客忠誠度影響之探討－台中地區健身俱樂部之實證研究
The Study on Effects of Relationship Quality and Loyalty for Health Fitness Clubs-An Empirical Study on Fitness Clubs in Taichung
摘要
關係行銷是目前許多服務業盛行的行銷手法，本文研究對象是台中地區健身俱樂部，採方便取樣方式施測322位顧客，進行實證研究，本研究參考Crosby et al.(1990)之關係品質模式，建立「關係品質－忠誠度」模式，並以結構方程模式探討關係品質與忠誠度彼此之間的關係，及此模式在健身俱樂部產業之適用性。資料經結構方程模式分析結果顯示，其整體模式適配指標皆通過門檻值標準(χ^2=240.27、GFI=0.90、RMSEA=0.098、RMR=0.025、CFI=0.95、IFI=0.95、NFI=0.93)。研究結果顯示：1.服務品質對關係品質具有正向的影響。2.服務品質對顧客滿意度具有正向的影響。3.顧客滿意度對顧客忠誠度具有正向的影響。4.關係品質對顧客滿意度具有正向的影響。最後，本研究依模式推估結論，提出運動健身俱樂部行銷之策略，並具體建議運動服務業如何透過關係行銷活動，與顧客建立良好的關係品質，進而提高顧客的忠誠度。
並列摘要
Relationship marketing is a well-known marketing strategy in many service industries. By convenient sampling method, a total of 322 guests from fitness clubs in Taichung as subjects to examine the application of 「relationship quality-loyalty」 model in fitness club industries. In addition, a structural equation model also utilized to analyze the relationship between relationship quality and customer's loyalty. According to the analysis conducted by Structural Equation Modeling, it's shown that the entire overall model fit indexes have passed the threshold standard(χ^2=240.27、GFI=0.90、RMSEA=0.098、RMR=0.025、CFI=0.95、IFI=0.95、NFI=0.93). The results of the study indicated: (1) service quality had a positive influence on relationship quality, (2) service quality had a positive influence on customer's satisfaction., (3) customer's satisfaction had a positive influence on customer's loyalty, (4) relationship quality had a positive influence on customer's satisfaction. From the conclusion of the 「relationship quality-loyalty」model examined in this study, the researcher was able to provide a marketing strategy for fitness clubs to build a good customer relationship and to enhance customer loyalty.
被引用紀錄
延伸閱讀
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