健身俱樂部服務品質、顧客滿意度與顧客行爲意向之研究

A Study of Fitness Clubs Service Quality, Customer Satisfaction and Customer Behavior Intention

郭正德(Cheng-Ter Kuo)

《運動健康休閒學報》 創刊號 (2009/04) Pp. 53-75

https://doi.org/10.29961/JSHL.200904.0005

摘要

本研究目的在於探討顧客使用北投會館的服務品質、顧客滿意度、顧客行爲意向，並進一步了解三個構面間之相關性與差異性。本研究採問卷調查法，以便利抽樣方式抽取400位北投會館之顧客爲主要研究對象。並利用自編之「北投會館服務品質、顧客滿意度、顧客行爲意向之研究調查問卷」爲研究工真來進行問卷調查，所得數據資料將採用描述性統計、皮爾森相關分析、獨立樣本t檢定、單因子變異數分析等統計方法進行處理，其結果發現：一、在整體回收394份有效問卷中，女性(51.8%)答卷者多出男性(48.2%)一些；年齡以31~40歲(27.4%)最多；教育程度以大學學歷佔最多數(37.1%)；職業以學生(24.6%)最多；個人月收入以20,000元以下(27.2%)居多；婚姻狀況比例約5:5。二、顧客使用北投會館頻率以每週一次(31.2%)最多；顧客每次使用時間以1~2小時(52.3%)爲主；平時來北投會館的時段在非假日下午6點－晚上10點(44.4%)；到北投會館最常使用的設施分別爲健身房(57.6%)；與家人(30.7%)到北投會館運動最多。三、各因素間以皮爾森相關係數表示之間相關程度「服務品質」與「顧客滿意度」與「顧客行爲意向」構面因素都呈現顯著正相關。四、獨立樣本t檢定分析性別在「服務品質」方面之差異性，男性在「關懷性」、「可靠性」、「保證性」均比女性更爲認同；男性比女性更爲認同「顧客行爲意向」方面之「付出及外部回應」婚姻狀況方面，均無顯著差異。五、單因子變異數分析顯示年齡對於「軟硬體設施」、「付出及外部回應」有顯著差異；教育程度在「舒適及設計規劃」、「忠誠度」、「付出及外部回應」有顯著差異；職業在「軟硬體設施」、「安全及反應性」有顯著差異；不同個人月收入在「軟硬體設施」有顯著差異。研究結果發現服務品質、顧客滿意度、顧客行爲意向有重要關連性及相互影響，因此本研究結果提供北投會館作爲營運參考依據，見議提供更多元的顧客個別化的服務，以建立本身的競爭優勢。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客行爲意向

並列摘要

The purpose of this research was to investigate the service quality, the customer satisfaction and the customer behavioral intention of Beitou Resort customers, as well as to understand the relations among the 3 dimensions. The subjects were 400 Beitou Resort consumers. Questionnaire surveying the service quality and customer satisfaction and customer behavioral intention was developed by the author and used as the tool to carry out this survey. Descriptive statistics, Pearson correlation coefficients, independent-samples t-test and one-way ANOVA were applied to the data derived from the survey. The conclusions were:
1. Among 394 valid questionnaires, the percentage of female respondents (51.8%) was slightly greater than that of male respondents (48.2%); the age group between 31 to 40 (27.4%) make up the largest percentage of the population; education level of college or university degree (37.1%) composes the largest percentage; the primary occupation was student (24.6%); personal average monthly income was mostly below NT$20,000 (27.2%); marital status is about 50-50 between married and single.
2. Highest percentage (31.2%) of respondents use Beitou Resort once a week; the primary customer usage averages exercise time of 1~2 hours (52.3%); the usual visiting hour to the Beitou Resort was 6 p.m. to 10 p.m. (44.4%) on weekdays; most used facility was fitness club (57.6%); most consumers usually visit Beitou Resort with family members (30.7%).
3. Pearson Correlation Coefficients were utilized to demonstrate the relationship between variances. Factors of ”service quality” and ”customer's satisfaction” and ”customer's behavioral intention” all displayed significant positive relation.
4. Under t-test analysis, in category of the type of ”service quality”, male had more recognition to ”empathy”, ”reliability”, ”assurance” than female; In category of customer's behavioral intention, male shown more agreement with ”pay more & external response”; from the marital status factor, there was no significant difference between married and single respondents.
5. All variances operated by One-Way ANOVA displayed that age in ”software & hardware facility”, ”pay more & external response” had significant difference; education level in ”comfort and design planning”, ”loyalty”, ”pay more & external response” had significant difference; occupation in ”software & hardware facility”, ”safety & responsiveness” had significant difference; personal average monthly income in ”software & hardware facility” had significant difference.

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer Behavioral Intention