服務品質、知覺價值與顧客滿意度之研究－以健身產業為例

A Study on Service Quality, Perceptive Value and Customer Satisfaction in the Health and Fitness Industry

黃瑀晧(Yu-Hao Huang)

指導教授 ： 張瑞元 ； 蔡明純

嶺東科技大學/商管學院/企業管理系碩土班/碩士(2022年)

摘要

由於全球疫情持續升溫，國人的健康意識提高，對於健身房的需求逐漸增加。本研究旨在探討健身產業的服務品質與顧客滿意度之關聯，並且探討知覺價值的中介效果。本研究以臺中市的健身產業為樣本來源，採取便利抽樣方式對健身房的顧客發放問卷，總共回收220份有效問卷。分析方法採用信度分析、相關分析、迴歸分析、t檢定與ANOVA檢定。研究之結果顯示：(1) 服務品質對知覺價值有顯著正向影響；另外，服務品質子構面可靠性與保證性皆對知覺價值有顯著正向影響。(2)服務品質對顧客滿意度有顯著正向影響；另外，服務品質子構面有形性與保證性皆對顧客滿意度有顯著正向影響。 (3)知覺價值對顧客滿意度有顯著正向影響；(4)知覺價值在服務品質及顧客滿意度之間存在部分中介效果；另外，服務品質子構面，知覺價值在保證性及顧客滿意度之間存在部分中介效果。若能落實服務品質與知覺價值的關鍵因素，能有效提升顧顧滿意度。

關鍵字

服務品質 ； 知覺價值 ； 顧客滿意度 ； 健身產業

並列摘要

As the global epidemic continues heating up, people have increased their health awareness. The need for gyms is also increasing. The objective of the study is to explore the relationship between customer satisfaction and service quality in the fitness industry, and the mediating effect of perceived value. The fitness industry in Taichung City is used as a sample source. And this study used convenience sampling by distributing questionnaires to gym customers, a total of 220 valid responses were recovered. Our analysis methodology adopted reliability analysis, correlation analysis, regression analysis, t-test, and ANOVA. The results indicate the following: (1) Service Quality has a significant positive impact on Perceived Value; in addition, both Reliability and Assurance of service quality sub-facets have a significant positive impact on perceived value. (2) Service Quality has a significant positive impact on Customer Satisfaction; in addition, both Tangibility and Assurance of service quality sub-dimensions have a significant positive impact on customer satisfaction. (3) Perceived Value has a significant positive impact on Customer Satisfaction; (4) Perceived Value has a partial mediating effect between Service Quality and Customer Satisfaction; in addition, in the sub-dimension of service quality, Perceived Value has a partial mediating effect between Assurance and Customer Satisfaction. If the key factors of service quality and perceived value can be implemented, customer satisfaction can be effectively improved.

並列關鍵字

Service Quality ； Perceived Value ； Customer Satisfaction ； Fitness Industry

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