運動場業品牌形象對消費者滿意度與忠誠度影響之研究：以臺北市市民運動中心為例

An Interrelationship among Brand Image, Consumer Satisfaction and Consumer Loyalty of Sports Arena Industry-A Case of Taipei Sports Centers

陳志一(Chih-Yi Chen)

《運動教練科學》 21期 (2011/03) Pp. 81-101

https://doi.org/10.6194/SCS.2011.21.07

摘要

目的：從關係價值與關係品質之觀點探討運動場業品牌形象、消費者滿意度與忠誠度的關係。方法：以自編之「運動場業品牌形象、消費者滿意度、消費者忠誠度研究調查問卷」為研究工具，臺北市市民運動中心消費者為取樣研究對象，根據實際調查所得資料，以描述性統計、因素分析與路徑分析進行處理。結果：一、運動場業品牌形象建立對關係品質、關係價值、消費者滿意度及消費者忠誠度均具有正面的影響效果；二、運動場業關係品質對消費者滿意度及消費者忠誠度均具有正面的影響效果；三、運動場業關係價值對關係品質及消費者滿意度具有正面的影響效果；四、運動場業消費者滿意度對消費者忠誠度具有正面的影響效果；五、運動場業關係品質與關係價值對於提升消費者滿意度及消費者忠誠具有中介效果。結論：消費者滿意度及消費者忠誠度是運動場業成功的主要行銷策略，而且透過與消費者所建立關係品質與關係價值改善消費者滿意度及消費者忠誠度是最佳方式。

關鍵字

運動場業 ； 品牌形象 ； 消費者滿意度 ； 消費者忠誠度 ； 關係品質 ； 關係價值

並列摘要

Purpose: This study aimed to explore the interrelationship among brand image, consumer satisfaction and consumer loyalty through relationship quality and relationship value in Sports Arena Industry. Methods: A survey questionnaire was developed as data analyzing instrument by the investigator. The research subjects of this study were customers of Taipei Sports Center, and sampling method used is convenience sampling. The data collected from the questionnaire was analyzed via descriptive analysis, factor analysis, and patch analysis. Results: 1. There are significantly positive effects of brand image on relationship quality, relationship value, customer satisfaction and customer loyalty in Sports Arena industry. 2. There are significantly positive effects of relationship quality on customer satisfaction and customer loyalty in Sports Arena industry. 3. There are significantly positive effects of relationship value on relationship quality and customer satisfaction in Sports Arena industry. 4. There are significantly positive effects of customer satisfaction on customer loyalty in Sports Arena industry. 5. There are significant mediating effects relationship quality and relationship value on customer satisfaction and customer loyalty. Conclusion: Customer satisfaction and customer loyalty are the major marketing strategy of success in sport arena industry. Relationship quality and relationship value can be generated through improving customer satisfaction and customer loyalty.

並列關鍵字

sports arena industry ； customer satisfaction ； customer loyalty ； relationship quality ； relationship value

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