滿意度因素對淡江大學暑期游泳訓練班消費者再購意願影響

The Effect of Satisfaction Dimensions on Customer Repurchasing Intention in TamKang University Summer Swimming Course

陳瑞辰(Jui-Chen Chen)

《運動休閒管理學報》 15卷2期 (2018/06) Pp. 23-48

https://doi.org/10.6214/JSRM.201806_15(2).0002

摘要

目的：本研究以淡江大學暑期游泳訓練班之消費者為研究對象，調查不同背景消費者對游泳訓練班滿意度現況；比較不同背景消費者對滿意度之差異情形；再檢視游泳課程實際再購者之關鍵因素構面。方法：本研究以自編「淡江大學暑期游泳訓練班再購消費者滿意度調查問卷」為研究工具，於2015年7月20日至8月28日採合目標抽樣方式，進行問卷調查，回收有效問卷共200份，資料以描述性統計、獨立樣本t檢定、單因子變異數分析以及邏輯斯迴歸分析等統計方法進行分析。結果：一、消費者以距離泳池路程6至10分鐘、與家人同行參與的8至9歲女性居多；二、消費者對整體滿意度之評價為滿意偏向非常滿意的水準，尤以「教練教學」的解釋變異量百分比最高；三、不同性別、年齡、參與形式與路途時間對滿意度之評價具有顯著性差異；四、「服務積極性」構面對消費者再購意願具有關鍵性影響因素。最後，建議經營業者應改善軟硬體服務品質、強化教學效能、建置意見回饋系統、提供多樣化開課期程、增進教練與服務人員溝通技巧、實施策略化招生與課程費用方案，並以創造尊榮感服務為最終目標。

關鍵字

滿意度 ； 忠誠度 ； 再購意願 ； 邏輯斯迴歸

並列摘要

Purpose: The purpose of this study was to construct the factors of core dimensions which were the consumers most concern. Aimed to understanding the core factors, consolidating and enhancing the most important dimensions which were consumers concern who participated TamKang University summer swimming course. Methods: A self-designed questionnaire (TamKang University Summer Swimming Course Consumer Satisfaction who had Repurchased) as a tool. Of the total consumer sampling surveys conducted from July 20 to August 28, 2015, 200 valid surveys were retrieved through Purposeful Sampling (consumers had repurchased). PASW 18.0 statistics software was used to process and analyze the data, including descriptive statistics, t-test, one-way MANOVA, and logistic regression. Results: The study indicated that the features of most frequent participating comsumer were 8-9 year old women, participating with family members, spent 6-10 minutes from swimming pool. The comsumers' overall evaluation was slightly near very satisfying level, eapecially in factor of ＂coach teaching＂. There were significant differences in evaluation of satisfaction between gender, age, participatory form and spending time. ＂Service positivity＂ had a key influencing factor in repurchasing intention. Improving the quality of software and hardware services, strengthen the teaching effectiveness, building feedback system, proving a variety of start-up period, enhancing the communication skills on coaches and service staffs, implementing strategy programs of enrollment and course fees, and creating a sense of honor and glory for the service as the ultimate goal.

並列關鍵字

Satisfaction ； Loyalty ； Repurchase Intention ； Logistic Regression

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