To Discuss Customer Satisfaction and Customer Loyalty by Experiential Marketing and Involvement-Take the Sports Leisure Health Clubs for Example

以體驗行銷與涉入程度探討顧客滿意與顧客忠誠－以運動休閒健康俱樂部爲例

王仁宏(Jen-Hung Wang) ； 方寧(Ning Fang) ； 林永森(Yong-Sen Lin)

《休閒產業管理學刊》 1卷2期 (2008/08) Pp. 70-84

https://doi.org/10.6213/JLRIM.2008.1(2)6

摘要

本研究主要目的是以體驗行銷與涉入程度探討顧客滿意度與顧客忠誠度。研究樣本係以運動休閒健康俱樂部的會員爲主，並以問卷調查法進行研究與訪談。共發出250份問卷，有效問卷爲233份，有效回收率達93%。回收後，以SPSS 10.0版及線性結構模式(LISREL)進行分析。此外，更進一步以描述性統計分析、信度分析、效度分析、獨立樣本ｔ檢定及平均數、因素分析、變異數分析及徑路分析進行探討。研究結果爲：（一）在不同人口統計變項中，僅有在「不同平均一星期在休閒健康俱樂部時數」有顯著差異存在。（二）體驗行銷矩陣對顧客滿意度與顧客忠誠度有直接效果。（三）涉入程度對顧客滿意度與顧客忠誠度無直接效果。（四）顧客滿意度對顧客忠誠度有直接效果。

關鍵字

涉入程度 ； 線性結構模式 ； 顧客忠誠 ； 顧客滿意 ； 體驗行銷

並列摘要

The major purpose of the study is to discuss customer satisfaction and customer loyalty by experiential marketing and involvement. The samples of the study are the members of sports leisure health clubs, who are interviewed by the questionnaire survey. 250 questionnaires are sent out, 233 copies are retrieved, and the rate of the retrieve reaches 93%. After retrieving, we take SPSS 10.0 and Linear Structural Relation Model (LISREL) for analyzing. Descriptive statistics analysis, reliability analysis, validity analysis, t test and mean, factor analysis, one-way ANOVA, and path analysis are further discussed. The results of the study are: (1)In the different demographic variables, there is only one demographic variable that is ”the hour of going to the clubs per week” which has the distinct difference; (2)The experiential matrix has direct effect on customer satisfaction and customer loyalty; (3)The involvement does not have direct effect on customer satisfaction and customer loyalty; (4)The customer satisfaction has direct effect on customer loyalty.

並列關鍵字

Involvement ； LISREL ； Customer Loyalty ； Customer Satisfaction ； Experiential Marketing

參考文獻

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Chen, C. C.(2003).A Study on Taipei Municipal High School Students' Satisfaction of Campus Sports Facilities.Graduate Institute of Physical Education, National Taiwan Normal University.

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