從認知腳本的觀點探討健身俱樂部服務接觸之研究

The Perspective of the Cognitive Script to Investigate the Service Encounter in the Health Club

王盛宇(Sheng-yu Wang)

指導教授 ： 張君如

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

本研究以連鎖型與飯店型健身俱樂部的教練與會員做為施測對象，並以認知腳本的觀點探討教練與會員在服務接觸時，會產生的認知服務腳本，並對雙方腳本進行比較分析。採立意抽樣問卷調查，共發放120份問卷，回收120份，有效回收率100%。本研究結果如下：
一、在健身俱樂部的服務接觸中，教練與會員心中確實存有認知服務腳本，且連鎖型與飯店型健身俱樂部教練與會員的服務認知腳本也會有所差異。
二、教練比會員的服務認知腳本明確，可能是教練的服務內容較具專業知識與技能，會員對於專業服務內容不熟悉，所以認知服務腳本的排序會比較不明確。
三、相較於教練，會員的認知服務腳本中缺少了某些動作。本研究推測，在實際的服務流程中，教練沒有落實自己的認知服務腳本。
四、飯店型的健身俱樂部教練多數會先了解會員的健身運動需求，再進行不同健身運動器材的介紹與示範。

關鍵字

健身俱樂部 ； 服務接觸 ； 認知腳本

並列摘要

The purpose of this study was to investigate the cognitive script of coaches and members in chain-type based and hotel based of fitness health club were different, and then analyzed the differences between coaches and members. Purposive sampling was used in this study. There were 120 questionnaires were distributed, 120 were recovered, the effective rate was 100%. The finding of this study were as follow:

First, there were cognitive scripts in chain-type based and hotel based of fitness health clubs, and the cognitive script were different between coaches and members in chain-type based and hotel based of fitness health club.

Second, the cognitive scripts of coaches were more detailed than members’. The reason might be that services of coaches need more professional knowledge and skills, but members were not familiar with the profession. That was why the cognitive scripts of members were not sorted clearly.

Third, compared to coaches, there were some cognitive scripts of members in fitness health clubs were absence. It might be the coaches in fitness health clubs didn’t implement their cognitive script.

Fourth, the coaches in hotel-based fitness health clubs were used to understand the members’ needs first, and then introduced and demonstrated the different fitness equipments later.

並列關鍵字

Fitness Health Club ； Service Encounter ； Cognitive Script

參考文獻

江世豪、郭重吉(2004)。以認知腳本詮釋國ㄧ學生從事科學學習活動的知覺之初探。科學教育學刊，12(4)，444-468。

巫喜瑞、梁榮達(2005)。餐飲服務業服務接觸要素對顧客反應之影響。顧客滿意學刊，1(2)，183-216。

林文郎(2006)。台灣休閒俱樂部概況。運動管理學刊。11，2-12。

吳勤榮(2008)。健身俱樂部服務品質、會員滿意度與會員體驗之研究-以高雄市伊士邦健康俱樂部為例。嘉大體育健康休閒期刊，7(2)，71-83。

高俊雄(1995)。觀光旅遊地區經營開發之規劃與推動。觀光研究學報，1(3)，29-43。