商務型俱樂部消費行為與滿意度之研究--以天母國際聯誼會為例

Study on Consumer Behavior and Degree of Satisfaction Regarding Membership of the Executive Club

謝志強(Chih-Chiang Hsieh)

指導教授 ： 朱文增

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所在職碩士班/碩士(2005年)

摘要

商務型俱樂部會員消費行為與滿意度之研究
---以天母國際聯誼會為例

研 究 生：謝志強
指導教授：朱文增
摘 要
本研究目的，在探討不同人口統計變項之天母國際聯誼會會員消費行為與滿意度之情形及相關性。由於台北市民的年平均所得高居全國之冠，運動休閒服務產業的規模及其成熟度亦應領先其他地區，故本論文選擇以位居台北市士林區之天母國際聯誼會1800名會員為研究母群，探討會員的消費行為與滿意度之間的關係，並配合不同的人口統計變項加以討論，以針對不同消費者提供個別所需的服務，提升消費者滿意度，供相關產業或業界參考。
本研究採取分層隨機抽樣調查的方式，利用自填式問卷方法進行資料收集，取得有效問卷後以SPSS進行統計分析，以考驗本研究之各項假設，統計分析方法包括：描述統計、卡方（χ2）考驗、t考驗分析、單因子變異數分析、皮爾森積差相關分析。研究結果如下：
ㄧ、人口會員統計現況及消費行為分佈：以已婚中年男性、大學(專科)畢業、年收入50萬至100萬元之公司或企業經營者、常和家人和親戚一起來，每月消費3,000元以下、參加1間俱樂部、每次停留1-2小時、通常在週一至週五晚上到、每週3次。動機則為健身運動，交通工具為自行開車、交通時間11-30分鐘為主要結果。
二、天母國際聯誼會會員服務品質構面之滿意度現況依序為：方便利用>服務態度>可靠互動>關懷信任>硬體設施。
三、天母國際聯誼會會員服務品質之整體評價皆比預期高。
四、「不同會員之人口統計變數對消費行為無顯著差異」不成立。
五、「不同會員之人口統計變數與消費行為對服務品質構面無顯著差異」不成立。
六、「俱樂部服務品質對會員服務整體評價無顯著相關」不成立。
針對研究結果，可瞭解天母國際聯誼會會員對服務品質構面之滿意度現況，而服務品質構面與整體評價呈現正相關，其中又以「方便利用」構面與服務整體評價的相關性最高。
透過本研究對服務品質構面的分析與討論後，筆者對天母國際聯誼會提出下列建議：建議天母國際聯誼會研究餐廳菜色口味，研發新的料理方式走出特色；檢討聯誼會的消費定價是否需改變，或者提升服務，使會員感覺到錢花的值得；針對收入高的會員，提供更高品質的服務，並做多方面消費產品設計，刺激消費慾望；對來俱樂部採步行和自行開車會員提供差異化的服務，如步行的會員在下雨時，提供鞋子烘乾除濕服務，對於自行開車者增加停車優惠。

關鍵字：俱樂部、商務型俱樂部、消費行為、服務品質、滿意度

關鍵字

俱樂部 ； 商務型俱樂部 ； 消費行為 ； 服務品質 ； 滿意度

並列摘要

Study on Consumer Behavior and Degree of Satisfaction Regarding Membership of the Executive Club
---- The Case of Landmark International Club
Chih-Chiang Hsieh
Abstract

The purpose of this study is to investigate the scenario and relevancy of consumer behavior with satisfaction among membership of Landmark International Club through its demographic variables. Since the annual average income of residents in Taipei tops the country, the scale of sport and recreational service industry as well as its maturity should lead other district as well. Therefore, this paper has selected Landmark International Club, with a membership of 1,800 people, located at Landmark, Shilin as its object of research to investigate the relevancy between consumer behavior with its extend of satisfaction among its membership. In addition of various demographic variables for investigation, the study will focus on the service provided to respective consumers so as to enhance the degree of consumer satisfaction for the reference of the industry.

This study has employed random sampling for investigation to make use of the self-filled questionnaire to collect information. Once valid questionnaires are retrieved, SPSS will be conducted for statistic analysis to test each of assumed presumptions of this research. And the methods of statistic analysis include: descriptive statistics, chi-square test, t-test, One Way ANOVA, and Pearson’s correlation coefficients. And the results of the research are:

1. The distribution of the member’s statistics and buyer behavior: The main structure is the targets including Middle age and married male, people who graduated from university (training school), and managers whose company has half to 1 millions incomes. The targets usually go to the club along with there family and relatives, spend no more than NT 3,000, join one of these clubs, stay in the club for 1 to 2 hours during Monday to Friday evening and go to the club three times per week. The motivation is body-building. The transportation is driving the cars by themselves and it takes 11 to 30 minutes for transporting.
3. The entirety evaluations of the member’s service quality in Landmark International Club are higher than expected.
4. “Different membership demographic variables impact more or less the same to consumer behavior” does not exist.
5. “Different membership demographic variables impact more or less the same on consumer behavior and service quality aspect” does not exit.
6. “Integral evaluation of club service quality impacts more or less then same to the membership service” does not exist.

The result of this research suggests that the club needs to research on the flavor of dishes it prepares, and to develop new cuisine so as to bring forth its own characteristics. The pricing of the club has to be discussed, or the service has to be enhanced so that the members find it worthwhile to spend their money at the club. Also, in view of the high-income members the club should consider provide higher quality service as well as more diversified consumption production for spending. For members who visit the club on foot or with their bicycle, it is suggested diversified service can be provided, for instances, during rainy days the club can provide shoes-drying service, and discount parking who drive in with their cars.

Keywords: club, executive club, consumer behavior, service quality, satisfaction.

並列關鍵字

club ； executive club ； consumer behavior ； service quality ； satisfaction

參考文獻

余朝權 (1991)。現代行銷管理。台北市：五南。

林靈宏 (1994)。消費者行為學。台北市：五南。

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林恩霈 (2003)。台北市撞球運動消費者生活型態、個人價值觀與消費者行為之研究。國立臺灣師範大學運動休閒與管理研究所碩士論文。

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