桌球俱樂部顧客依戀、滿意度及忠誠度之研究

本研究旨在探討桌球俱樂部顧客依戀、滿意度與忠誠度的關係模式與關聯性。研究樣本以台灣地區北、中、南、東桌球俱樂部顧客為研究對象，蒐集相關資訊採便利取樣進行問卷調查，共計發出問卷350份，回收有效問卷338份，有效回收率為96.57%。研究結果顯示出，桌球俱樂部顧客依戀對滿意度和忠誠度具有正向的影響；同時滿意度和忠誠度也存在正向關係；顧客依戀會直接影響忠誠度，並且透過滿意度而對忠誠度造成間接影響。所以，桌球俱樂部顧客依戀和滿意度愈高則其忠誠度也就愈高，並且顧客依戀程度會透過滿意度而對忠誠度造成間接的影響，滿意度在因果模式中，扮演著中介的角色。

關鍵字

因果模式；中介角色；便利取樣

並列摘要

This study is aimed to investigate the relationship between the Table Tennis Club attachment, satisfaction, and loyalty of table tennis customers. The sample selection of this study is based on the sampling subjects selected from the participants of the Table Tennis Club in the region of central Taiwan. The convenient sampling selecting way was adopted for the execution of questionnaires and gathering of relevant information. The total distributed amount of questionnaires is 350 copies with 338 effective returned responses of them. The effective return rate is 96.57%. The Table Tennis Club attachment of table tennis customers has a positive effect on satisfaction and loyalty; and at the same time, there is a positive relationship between satisfaction and loyalty. The field/stadium attachment of the customers can directly make an influence on loyalty and also can result in an indirect influence on loyalty through the satisfaction. The Table Tennis Club attachment and satisfaction of table tennis customers will make the higher loyalty. Also, the extent of attachment can result in an indirect influence on loyalty through the satisfaction. The satisfaction plays a medium role in the causation mode.