臺北網球中心環境氣氛、關係品質與體驗價值對再購意願之影響

研究背景：本研究旨在探討後疫情時期，臺北網球中心顧客關係管理的關鍵因素。收集過去的研究，調查環境氣氛、關係品質、體驗價值和顧客再購意願之間的關係。研究方法：以臺北市網球中心運動消費者為研究對象，總計發放673份，有效量表為 623份，回收有效率達92%，採用結構方程模式進行統計分析。研究結果：環境氣氛、關係品質、體驗價值與再購意願間，呈顯著正相關。環境氣氛對關係品質具有顯著正向影響。關係品質於環境氣氛與再購意願間，具有顯著之部分中介效果。體驗價值於環境氣氛、關係品質與再購意願間之調節作用並不顯著。結論：基於上述結果本研究結論認為，如何有效規劃營運空間或網路平台之環境氣氛，或是透過專業服務人員與相關社群平台與消費者保持良好的關係品質互動，有助於瞭解運動場館於後疫情時期，對於未來Covid-19疫情尚未明朗，且未完全解除封鎖的相關產業，可作為顧客關係管理之依據。

關鍵字

DSAT框架；關係品質；中介效果；體驗價值；調節效果

並列摘要

Background: This study aimed to explore the key factors of customer relationship management in Taipei Tennis Center in the post- pandemic period. Collected past research to investigate the relationship between environmental atmosphere, relationship quality, experiential value and customer repurchase intention. Methods: The research object was the sports consumers of the Taipei Tennis Center. A total of 673 questionnaires were distributed, 623 valid questionnaires were obtained, and the recovery efficiency questionnaire was 92%. The structural equation model was used for statistical analysis. Results: The results of this study indicated that: 1. There was a significant correlation between the environmental atmosphere, relationship quality, experiential value and repurchase intention. 2. Environmental atmosphere had a positive impact on relationship quality. 3. The relationship quality had mediator effect between environmental atmosphere and repurchase intention. 4. The moderating effect of experiential value on environmental atmosphere, relationship quality and repurchase intention was not significant. Conclusions: We conclude that this study was helpful to understood how sports venues can effectively maintain a good relationship quality with consumers in the post pandemic period. How to effectively plan the environment atmosphere of the operating space or online platform, or maintain a good relationship quality interaction with consumers through professional service personnel, and relevant social platforms, and could be used as a customer relationship management for related industries where the future Covid-19 pandemic is not yet clear and the lockdown has not been completely lifted basis.

並列關鍵字

DAST framework ； relationship quality ； mediation effect ； experiential value ； moderating effect

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