高雄市鳳山運動園區使用者關係品質、滿意度與忠誠度之實證研究

An Empirical Study on User Relationship Quality, Satisfaction, and Loyalty of Fengshan Sports Park in Kaohsiung

王勇勝(Yung-Sheng Wang) ； 吳兆欣(Chao-Hsin Wu)

《運動研究》 31卷2期 (2022/12) Pp. 1-15

https://doi.org/10.6167/JSR.202212_31(2).0001

摘要

本研究驗證探討鳳山運動園區使用者關係品質、滿意度與忠誠度之關係。方法應用問卷調查法針對高雄市鳳山運動園區使用者為研究對象進行研究資料收集，問卷發放方式以運動園區之多功能教室、有氧教室、飛輪教室、舞蹈教室、羽球館與游泳池等六個場地各抽樣50份樣本數，共計發放300份問卷，剔除漏答之無效樣本22份，共得有效樣本278份，有效樣本率92.67%。回收資料以Amos 20.0進行信效度分析與自助法（bootstrapping）分析中介效果並驗證其模型研究假設。結果發現關係品質對滿意度達顯著水準（β = 0.57，p ＜ .05），關係品質對忠誠度達顯著水準（β = 0.12，p ＜ .05）；滿意度對忠誠度達顯著水準（β = 0.73，p ＜ .05），關係品質透過滿意度對忠誠度具有間接效果0.42，p ＜ .05。最後依據研究結果發現提出提升關係品質及滿意度之具體建議，供高雄市鳳山運動園區作為經營管理參考。

關鍵字

結構方程模型 ； 中介效果 ； 多功能教室

並列摘要

The study verified and discussed the relationship between customer relationship quality, satisfaction, and loyalty in Fengshan Sports Park. With the use of the questionnaire method, the research data were collected from the users of Fengshan Sports Park in Kaohsiung, and the questionnaire was distributed by sampling 50 samples from each of the six sites in the Sports Park, including the multi-functional classroom, aerobics classroom, flywheel classroom, dance classroom, badminton hall, and swimming pool. Besides, a total of 300 questionnaires were distributed, and 278 effective samples were obtained after excluding 22 invalid samples, with an effective sample rate of 92.67%. In addition, the collected data were subject to the validity analysis and bootstrapping analysis with the Amos 20.0, so as to analyze the mediation effect and verify the hypothesis of the model research. The results showed that the relationship quality had a significant effect on satisfaction (β = 0.57, p ＜ .05), the relationship quality had a significant effect on loyalty (β = 0.12, p ＜ .05); and the satisfaction had a pronounced effect on loyalty (β = 0.73, p ＜ .05). Moreover, the relationship quality indirectly affects loyalty through the satisfaction (0.42, p ＜ .05). In the end, specific suggestions were proposed to improve users' relationship quality and satisfaction based on the study results and findings, to provide the Fengshan Sports Park in Kaohsiung with a management reference.

並列關鍵字

structural equation modeling ； mediating effects ； multifunctional classrooms

參考文獻

吳孟爵、楊東震、黃泰源 (2006)。運動休閒服務業關係品質對忠誠度影響之研究—滿意度的中介效果。嘉大體育健康休閒期刊，5，146-154。doi:10.6169/NCYUJPEHR.5.16[Wu, M. J., Yang, D. C., & Huang, T. Y. (2006). A study on the influence of relationship quality on loyalty in the sports and leisure service industry—The mediating effect of satisfaction. NCYU Physical Education, Health & Recreation Journal, 5, 146-154. doi:10.6169/NCYUJPEHR.5.16]

李城忠 (2005)。健身俱樂部關係品質對顧客忠誠度影響之探討—大臺北地區健身俱樂部之實證研究。臺灣體育運動管理學報，3，77-102。doi:10.6547/tassm.2005.0004[Lee, C.-J. (2005). The study on effects of relationship quality and loyalty for health fitness clubs—An empirical study on fitness clubs in Taipei. Journal of Taiwan Society for Sport Management, 3, 77-102. doi:10.6547/tassm.2005.0004]

李城忠、陳益壯 (2005)。運動服務業關係品質對顧客忠誠度影響之探討—臺中YMCA 游泳俱樂部之實證研究。人文暨社會科學期刊，1(1)，91-108。doi:10.7118/JHSS.200506.0091[Lee, C.-J., & Chen, Y.-C. (2005). A study of relationship quality and customer loyalty in the sports service industry—An empirical study of the Tai-Chung YMCA Swimming Club. Journal of Humanities and Social Sciences, 1(1), 91-108. doi:10.7118/JHSS.200506.0091]

洪珠媚 (2011)。市民運動中心會員服務品質、滿意度與忠誠度之因果徑路關係研究—以臺北市中正運動中心為例。建國科大社會人文期刊，30(2)，87-97。doi:10.6995/JLASSCTU.201107.0087[Hung, J.-M. (2011). The structural equation model of service quality, members’ satisfaction and loyalty of Taipei Jhong Jheng Sports Center. Journal of Liberal Arts and Social Sciences, Chienkou Technology University, 30(2), 87-97. doi:10.6995/JLASSCTU.201107.0087]

徐茂洲 (2012)。結構方程模式在體育領域論文之應用 (2004-2010)。大專體育，122，24-31．doi:10.6162/SRR.2012.122.04[Hsu, M.-C. (2012). The application of structural equation modeling (SEM) in physical education related theses in 2004 to 2010. Sports Research Review, 122, 24-31. doi:10.6162/SRR.2012.122.04]