嘉義市國民運動中心顧客參與行為、滿意度與忠誠度之研究

Customers Participation, Satisfaction, and Loyalty at Chiayi Civil Sport Center

潘叡昱(Ruei-Yu Pan) ； 陳永洲(Yung-Chou Chen)

《中正體育學刊》 9期 (2019/12) Pp. 32-52

https://doi.org/10.30093/CCPEJ.201912_(9).0003

摘要

嘉義市於2018年4月1日設立第一座國民運動中心，本研究於其營運滿1周年之際，對其顧客參與行為、滿意度、忠誠度等進行深入探討，以為業者營運管理及政府政策推動之參考。目的：瞭解嘉義市國民運動中心顧客之特性與現況，進而探討參與行為、滿意度及忠誠度之關係。方法：本研究以時段分層立意抽樣嘉義市國民運動中心300位顧客為對象，進行問卷調查，並以描述性統計、獨立樣本t檢定、獨立樣本單因子變異數分析及皮爾森積差相關進行資料分析。結果：一、運動中心顧客以男性、20～29歲、大專院校、一般職員、嘉義市東區出發、未婚、月收入20,000元以下居多。二、運動中心顧客多沒有固定的使用頻率，使用上以「星期六」、「16:00～19:59」、「獨自一人前來」、「使用體適能館／健身房」、「每月花費1－500元」、、「運動資歷1個月至半年（含）」、「選擇原因為離家近」、「感覺此運動中心較佳」，夥伴陪同的狀態以「獨自一人」選項最高。三、顧客對於滿意度各構面的滿意程度依序為環境設備、服務人員、專業知識、價格促銷、課程資訊，對於運動中心保有良好的忠誠度。四、不同背景顧客在滿意度上有顯著差異，而在忠誠度上則無；不同參與行為顧客亦在忠誠度有顯著差異。五、顧客滿意度與忠誠度達中度正相關。結論：年輕及鄰近居民為嘉義市國民運動中心的主要顧客，顧客對運動中心大致感到滿意並具有良好忠誠度。

關鍵字

體育運動場館 ； 委外經營

並列摘要

As the first Civil Sport Center in Chiayi city established on April 1st in 2018 and has officially operated for almost one full year, it is worth to examine the composition of the customers and the relationships between their participation characteristics, satisfaction, and loyalty. Purpose: To understand the composition of the customers and the relationships between their participation characteristics, satisfaction, and loyalty. Methods: Time-stratified purposive smapling recruited 300 customers of the Chiayi Civil Sport Center as subjects, and the Satisfaction and Loyalty Questionnaire for Chiayi Civil Sport Center was used to collect data. Descriptive statistics, independent sample t-test, one-way ANOVA and Pearson Correlation were used for data analysis. Results: (1) More sport center customers were male, 20-29 years old, with a bachelor's degree, employeed workers, from east of Chiayi City, unmarried, and with monthly income less than 20,000NTD. (2) More customers visit the center ＂on Saturday＂, ＂between 16:00~~19:59＂, ＂to use the gym＂, ＂by him/her self＂, ＂monthly spending less than 500 NTD there＂, ＂ started regular exersice for 1 month to half year＂, ＂because it is close to home＂, and ＂feel this sports center is better＂. (3) Customers were generally satisfied and with high loyalty, and rated highest on the satisfaction factor of environmental equipment, followed by service personnel, professional knowledge, price promotion. (4) Customers rated satistaction fifferently by demographics and participation characteristics; and rated loyalty similarily by demographics. (5) There was a moderately positive relationship between satisfaction and loyalty. Conclusion: The young and nearby residents composed the majority of customers of Chiayi National Sports Center. They are generally satisfied and having high customer loyalty to the center.

並列關鍵字

Sports venue ； Outsourcing