桌球教室行銷策略對消費行為影響之探討

The Effect of Marketing Strategy of Table Tennis Classroom on Repurchase Intention

林淑芳(Shu Fang Lin) ； 應佳卉(Chia Hui Ying)

《觀光與休閒管理期刊》 11卷1期 (2023/06) Pp. 270-284

https://doi.org/10.6510/JTLM.202306_11(1).0021

摘要

桌球運動設備不但成本低且可以提升專注力及體力，因此成了許多人思考運動時的選項之一。但，隨著桌球館不斷的增加，競爭日益激烈，球館如何透過行銷來提升經營績效成為重要課題。本研究旨在探討桌球運動教室的行銷策略對消費行為的影響，並且分析桌球教室提供課程衍生的服務是否具有中介作用，以了解桌球教室的投入是否值得。本研究以新竹地區某大型連鎖桌球運動教室之五家分店顧客為調查對象，共發放300份問卷，回收291份有效問卷，回收率將近97%。研究結果發現：（1）不同的人口背景變項中對桌球教室的價格及教練專業度看法有顯著差異；（2）桌球運動教室的行銷策略會正向影響再購意願；（3）桌球訓練課程之外所衍生的服務創新具有中介效果。因此，本研究針對以上的研究發現提出一些桌球教室經營策略的相關建議。

關鍵字

行銷策略 ； 再購意願 ； 桌球運動教室 ； 服務創新

並列摘要

Table tennis requires relatively low equipment cost, it becomes popular for improving concentration and physical strengths. As the growth of table tennis clubs, the competition between clubs is fierce and customer retentions rate makes the business manager worries. Therefore, this research intends to investigate the influence of marketing strategy on customer repurchase intention, in addition this research will exam whether or not service plays a mediating effect. Questionnaires were distributed to five table tennis clubs in in Hsinchu area. 291 valid questionnaires were collected, with a response rate of about 97%. The results of this study show that: a) participations who attended different table tennis training courses possess different views on pricing strategy and product strategy ; 2) Repurchase intentions are positively influenced by marketing strategies; 3) service innovated by table tennis club plays a mediating effect. Some suggestions for table tennis club management are provided in accordance with research findings.

並列關鍵字

marketing strategy ； repurchase intention ； table tennis ； service innovation