臺北地區網球俱樂部會員知覺服務品質與顧客滿意度關係之研究

緒論：本研究目旨在探討臺北地區網球俱樂部服務品質與顧客滿意度之現況，並比較不同背景變項之會員對於服務品質與顧客滿意度的差異情形，最後進一步分析網球俱樂部之服務品質與顧客滿意度的相關情形。方法：本研究以臺北地區（包含台北市、新北市地區）網球俱樂部會員為研究對象，透過問卷調查的方式，將問卷回收後以描述性統計、t檢定、單因子變異數分析和典型相關等方式進行後續統計分析。結果：會員對服務品質與顧客滿意度之整體感受皆有正向的評價，但唯有俱樂部的外觀、設施及行銷策略等，仍有改善的空間。不同背景變項之教育程度及使用頻率較高的會員對於網球俱樂部服務品質有更高的認同；關於顧客滿意度，高使用頻率會員的滿意程度顯著高於低使用頻率。最後，會員對服務品質與顧客滿意度之間的相關情形呈現正相關，顯示有形性、可靠性、反應性、保證性與關懷性等服務品質五個構面對於硬體設施、軟體設施與行銷策略等顧客滿意度三個構面皆具有正向的影響。結論：服務品質變項可完全解釋顧客滿意度變項，亦即會員對於網球俱樂部在各層面的服務品質認同程度愈高時，其滿意度也相對愈高。期望將研究結果彙整討論後，做為日後網球俱樂部實務與學術研究參考。

關鍵字

運動俱樂部；規律運動；永續經營

並列摘要

Introduction: This study aims to improve service quality and customer satisfaction of tennis clubs in the Taipei Area (Taipei City and New Taipei City). It compares the differences in service quality and customer satisfaction among members from different background variables. Further, it analyzes the correlation between the service quality of tennis clubs and customer satisfaction. Methods: The subjects of this study were members of tennis clubs in Taipei who were surveyed by questionnaire. We performed descriptive statistics, t-test, one-way ANOVA, and canonical correlation analysis. Results: Members have an upbeat assessment of the service quality and customer satisfaction, but there is still room for improvement in the club's appearance, facilities, and marketing strategies. Members' attitudes towards the service quality of the tennis clubs vary from education level to usage frequency. As for customer satisfaction, it differs because of the usage frequency. Furthermore, there is a positive correlation between service quality and customer satisfaction. It indicates that the five facets of service quality positively influence all three facets of customer satisfaction. Conclusion: The aspects of service quality can fully explain customer satisfaction. In other words, when members have higher degrees of appreciation for the service quality regarding every part of the tennis club, their level of satisfaction is also relatively higher. We hope this study's results provide suggestions for tennis clubs regarding practicality and academic research.

並列關鍵字

sports club ； regular exercise ； sustainable operation

參考文獻

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