臺南市永華國民運動中心體驗行銷與顧客滿意度對顧客忠誠度影響之研究

目的：本研究旨在探討臺南市永華國民運動中心消費者體驗行銷、顧客滿意度對顧客忠誠度之影響，以及不同消費者背景變項在體驗行銷、顧客滿意度和忠誠度之差異比較。方法：研究問卷改編自過去相關研究，預試結果顯示具備良好之信效度。研究對象為永華國民運動中心20歲以上消費者，採便利抽樣，共發出400份問卷，有效問卷為365份，回收率為91.3%。資料透過描述性統計、單因子多變量變異數分析、多元線性迴歸等方法進行分析。結果：年齡、婚姻、職業、每月可支配所得、每週平均運動次數等背景變項在體驗行銷上有顯著差異，每週運動頻率在顧客滿意度上有顯著差異，婚姻狀況及每週運動頻率在顧客忠誠度上有顯著差異；體驗行銷、顧客滿意度與顧客忠誠度間有顯著正相關；滿意度對忠誠度的影響力最高，其次為情感體驗、思考體驗和行動體驗，感官體驗和關聯體驗無顯著影響。結論：以永華國民運動中心顧客忠誠度來說，顧客滿意度、情感體驗、思考體驗和行動體驗最具影響力。

關鍵字

體驗行銷；顧客滿意度；顧客忠誠度；消費者行為；運動中心

並列摘要

Purpose: The purposes of this study were to explore the influence of Experiential Marketing (EM) and Customer Satisfaction on Customer Loyalty of Yonghua Civic Sports Center in Tainan City, and to compare the differences of EM, Customer Satisfaction, and Loyalty by demographic variables. Method: The research questionnaire was adapted from related studies, and a pilot study indicated the questionnaire was valid and reliable. Research participants were consumer over 20 years old in Yonghua Civic Sports Center and selected by convenient sampling method. A total of 400 questionnaires were distributed, among those, 365 were returned, making the response rate of 91.3%. Data were analyzed by descriptive statistics, MANOVA, and multiple linear regression. Results: Demographic variables such as age, marriage, occupation, monthly disposable income, and weekly exercises frequency had significant differences in EM, weekly exercise frequency did in Customer Satisfaction, and marriage and weekly exercise frequency did in Customer Loyalty. EM, Customer Satisfaction, and Customer Loyalty were positively correlated. Customer Satisfaction had the highest influence on Loyalty, followed by Feel EM, Think EM, and Act EM. Sense EM and Relate EM had no significant influences on Loyalty. Conclusion: For Yonghua Civic Sports Center, Customer Loyalty was predicted effectively by Customer Satisfaction, Feel EM, Think EM, and Act EM.

並列關鍵字

experiential marketing ； customer satisfaction ； customer loyalty ； consumer behavior ； civil sports center

參考文獻

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