高雄縣市室內溫水游泳池消費者滿意度與忠誠度之研究

A Study of Customer Satisfaction and Customer Loyalty: Kaohsiung City's Indoor Swimming Pool as an Example

羅志勇(Chih-Yong Lo) ； 馬上鈞(Shang-Chun Ma) ； 曾銀助(Yin-Chu Tseng)

《屏東教大運動科學學刊》 7期 (2011/12) Pp. 75-85

摘要

本研究的目的是探討高雄縣與高雄市的室內私立溫水游泳池不同背景之泳客在體驗後的滿意度和忠誠度之差異及其相關。方法:以高雄縣市三所溫水游泳池之150名泳客為參與者，並填寫「消費者顧客滿意度及忠誠度」問卷，將所得資料以獨立樣本t考驗、獨立樣本單因子變異數分析、雪費事後比較法及皮爾森積差相關等統計方法加以考驗。結果：一、不同人口統計變項之室內溫水游泳池消費者在顧客滿意度差異上，不同年齡間有顯著的不同，年齡為「50歲以上」組別的滿意度顯著高於「21歲－30歲」、「31歲－40歲」及「41歲－50歲」組的滿意度。但在不同性別、身分別與教育程度上之滿意度則無明顯不同。二、不同人口統計變項之室內溫水游泳池消費者在顧客忠誠度異上，在不同性別及年齡層有顯著的不同，女性忠誠度顯著高於男性，年齡在「10歲－20歲」組的忠誠度顯著高於「31歲－40歲」組及「41歲－50歲」組的忠誠度；「21歲－30歲」組顯著高於「31歲－40歲」組。而不同身分別及教育程度上之忠誠度則無明顯不同。三、在顧客滿意與忠誠度的相關方面，兩者間有明顯的正相關，亦即顧客滿意度愈高，忠誠度亦相對提升。

關鍵字

滿意度 ； 忠誠度

並列摘要

The purpose of this study was to understand relation between customers' satisfaction and loyalty of the indoor heated swimming pools in Kaohsiung City. The study was conducted through the questionnaire-survey method. 150 participants of three heated swimming pools were surveyed. The data was analyzed through independent T-test, one-way ANOVA, Scheffe's post-hoc test, and Pearson's correlation by using the SPSS for Windows 12.0. The findings were as following: There were significant differences found in customer satisfaction by age. The mean score for age group of 50 and above was significantly higher than 21-30, 31-40 and 41-50 age groups. However, there was no significant difference found in terms of customer satisfaction relating to gender, status and educational level. Respondents differed on customers' loyalty depending on their gender and age. Female's loyalty was significantly higher than male's. The mean score for age group of 10-20 was significantly higher than 31-40 and 41-50 age group. The mean score for age group of 21-30 was significantly higher than 31-40 age group. However, there was no significant difference found in terms of customer loyalty associated with status and educational level. Customer satisfaction significantly correlated to customer loyalty, indicating that the higher degree of satisfaction customers perceived, the higher degree of loyalty they had.

並列關鍵字

Customer Satisfaction ； Customer Loyalty