金牌健康體適能俱樂部會員參與動機、參與行爲、滿意度及忠誠度影響關係之研究

The Study on the Relationships among the Members' Motivation, Participation, Satisfaction and Loyalty about the Gold's Gym Health & Fitness Club

沈進成 ； 黃鴻斌 ； 劉文禎

《運動休閒餐旅研究》 1卷1期 (2006/03) Pp. 68-91

https://doi.org/10.29429/JSLHR.200603_1(1).04

摘要

本研究以會員參與動機、參與行爲、顧客滿意度及顧客忠誠度之影響關係爲主要研究目的，以台北金牌健康體適能俱樂部爲實證研究對象。根據實證所得結果如下：1．台北金牌健康體適能俱樂部以女性所佔比例稍高，年齡則集中在21-40歲，學歷以大學以上居多，職業以商業居多，會員選擇俱樂部之主要考量因素爲「交通便利」，每週活動次數多在「3次以上」，每次活動時間以「1~2小時」居多，使用時段集中在晚上六點後。2．運動參與動機經由因素分析萃取出健康需求、成就需求、社會需求及知性需求等四項構面。顧客滿意度經由因素分析萃取出便利性、服務態度、設備課程、形象氣氛、價格和促銷等五項構面。3．會員主要參與動機是想藉由運動獲得健康，對交通便利性相當滿意。4．會員對金牌健康體適能俱樂部有相當高的忠誠度。5．經由線性結構方程式分析，顯示會員參與動機對滿意度具有顯著的正向正向影響關係；會員參與行爲對忠誠度具有顯著的正向影響關係；滿意度對忠誠度具有顯著的正向影響關係。

關鍵字

健康體適能俱樂部 ； 參與動機 ； 參與行爲 ； 滿意度 ； 忠誠度

並列摘要

The purposes of this study were to investigate the relationships among the members' motivation, participating, satisfaction and loyalty. The empirical study was undertaken on the Taipei Gold's Gym Health & Fitness Club. The results were obtained by this study as follows: Firstly, the male members was slight higher than female members. The majority of members were between 21 and 40 years old. Most of them owned the degree of college and were businessmen. The major consideration factor was traffic conveniences. The member participation was more then 3 times per week. The staying time was 1-2 hours. Most members attended the club after 6 p.m. Secondly, according to the factor analysis, we found that the main four dimensions of participating motivations were ”the need of health”, ”the requirement of achievement”, ”the need of society” and ”the requirement of knowledge”. Meanwhile, the main influential factors of customer's satisfaction were ”convenience”, ”service attitude”, ”facilities and courses”, ”image”, ”price”, and ”promotion”. Thirdly, the most important element in participating motivations was ”the need of health”. And so as to the ”convenience” in customers' satisfaction. Fourthly, The members' loyalty were high to Taipei Gold's Gym Health & Fitness Club. Lastly, the structural equation model was resolved by LISREL 8.52 software. The customer's satisfaction was affected positively by the members' participating motivation. The loyalty was affected positively by the members' participation and customer's satisfaction.

並列關鍵字

Health and Fitness Club ； Motivation ； Participation ； Satisfaction ； Loyalty

參考文獻

江盈如(1999)。大台北地區健康俱樂部顧客滿意度、忠誠度以及滿意構面重視度之研究。國立交通大學經營管理研究所未出版碩士論文。

何恆東(2004)。運動健身俱樂部服務品質評級模式建構之研究。國立台灣體育學院休閒運動管理研究所未出版碩士論文。

呂宜蓁(2004)。健身俱樂部管理型態與組織公民行爲之研究－以佳姿健康集團爲例。輔仁大學／體育學系碩士班未出版碩士論文。

沈淑貞(1999)。桃竹苗地區運動健身俱樂部服務品質與會員滿意度之研究。國立臺灣師範大學體育研究所未出版碩士論文。

沈進成、方靜儀、許志遠、鍾武侖、王鈞平()。