本研究主要以月牙灣SUP水域活動之休閒滿意度與參與度為研究主軸,目的在探討不同人口統計變項相、不同背景與消費模式對於顧客滿意度及參與度之現況與差異情形。透過便利抽樣方式發放問卷,共計發放288份問卷,獲得有效問卷275份,回收率為95%。資料分析方式將使用SPSS12.0套裝統計軟體為本研究分析工具,並以α=.05顯著進行統計考檢驗。研究過程以單因子變異數分析,檢定人口統計變項相對顧客滿意度與參與度是否有顯著差異;,結果顯示,不同學歷與居住地的消費者,對顧客滿意度上呈現差異,。其中,不同學歷之消費者,在設備安全呈現顯著差異;不同居住地之消費者在天然環境、活動品質以及設備安全皆呈現顯著差異;不同居住地之消費者對顧客參與度上也呈現顯著。研究發現,由於不同學歷與居住地對於滿意度及參與度皆有顯著差異,業者在經營上所提供的設備安全、活動品質若能提升其品質,促使消費者再次進行消費及參與意願,將有助於提高顧客滿意度並建立顧客的信任感。
This research mainly focuses on the leisure satisfaction and participation of Crescent Bay SUP water activities. The purpose is to explore the current status and differences of customer satisfaction and participation in different demographics, different backgrounds and consumption patterns. A total of 288 questionnaires were distributed through the convenience sampling method, and 275 valid questionnaires were obtained, with a recovery rate of 95%. The data analysis method will use SPSS12.0 package statistical software as this research analysis tool, and statistical test will be performed with α=.05 significant. A single factor variance analysis is used to verify whether there is a significant difference in demographic changes relative to customer satisfaction and participation. The results show that consumers with different educational backgrounds and places of residence show differences in customer satisfaction. Among them, consumers with different educational backgrounds show safety in equipment Significant differences; consumers in different places of residence show significant differences in natural environment, activity quality and equipment safety; consumers in different places of residence also show significant differences in customer participation.