健康俱樂部會員品牌忠誠類型之研究

A Study on the Dimensions of Brand Loyalty for Members of Fitness Clubs

黃心榆(Hsin-Yu Huang)

指導教授 ： 李明榮

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

台灣在政府實施週休二日制度後，休閒產業蓬勃發展，競爭也更為激烈，國內健康俱樂部產業發展已趨向多元化，業者唯有確切掌握影響顧客滿意程度的要素，並適時調整其行銷策略，方能有效提高顧客對其品牌的忠誠度，從眾多品牌當中脫穎而出，並持續獲利。
本研究以全國具有品牌知名度的九家健康俱樂部會員為研究對象，採便利抽樣進行問卷調查，旨在探討影響健康俱樂部會員品牌忠誠度因素，以及區隔健康俱樂部之會員品牌忠誠類型，並比較不同會員品牌忠誠類型及其消費特性，以針對不同品牌忠誠類型之健康俱樂部會員，擬訂不同的行銷組合策略，綜合研究發現彙整如下：
一、影響健康俱樂部會員品牌忠誠度因素：
在行為構面依序為，推薦行為、口碑/宣傳、負向訊息抗拒力、優先選擇、支援並參與活動、續卡率。顯示會員「忠誠行為」與「品牌認知」喜好程度有高度相關性；態度構面依序為，感到滿意、較高社會地位、參與歸屬感、值得信賴。顯示會員在「心理態度」與「感受認知」程度有極大關係。
二、會員品牌忠誠類型與行銷策略分別為：
1.真實忠誠集群(郭靖)，維繫良好關係提昇會員尊榮感、強化榮辱與共的親密情感。2.潛在忠誠集群(張無忌)，深入顧客需求，藉由服務人員的深入實質接觸瞭解。3.虛假忠誠集群(韋小寶)，建立顧客關係，強化品牌與建立附加價值。4.無/低度忠誠集群(楊過)，提高再購意願並建立事業體策略聯盟，增加俱樂部優勢。
三、消費行為特徵
健康俱樂部會員訊息來源多數來自親友介紹，目的在於運動健身，而吸引入會原因是以適合運動健身居多，透過舒適的空間規劃使會員對於購買會員卡感到最大受益者是自己，另外藉由贈送禮品或優待卷與策略聯盟來強化品牌最具顯著性，而會員多數是為20~30歲都會區上班族，利用下班時段抽出1~3小時參與健身活動，活動頻率以每週3~4次居多，而地點通常選擇在居家三十分鐘車程。

關鍵字

健康俱樂部 ； 品牌 ； 品牌忠誠度

並列摘要

After the government in Taiwan carry out the system of the week rest for two days, the recreational industry grows vigorously, the competition is fiercer too, the domestic industry of fitness club develops and has already inclined to the diversification, the operator only masters the key element of customer's satisfaction of influence precisely, and adjust its marketing policy in good time, then can raise the customer's loyalty for its brand effectively, show one's talent from numerous brands, and make a profit continuously.
This nine fitness clubbers whose research has brand awareness with the whole country are as the research object, adopt the convenience to carry on questionnaire investigation to sample, the aim is inquiring in to influence the brand loyalty factor of the fitness clubbers , and separate the loyal type of the brands of fitness clubbers , and the more different loyal types of member's brand and consumption characteristic, in order to the fitness clubber to different loyal types of brand , work out different marketing and make the tactics up , discover synthetically that gathers together whole as follows:
First. Influence the loyalty factor of fitness clubber's brand, construct the surface in the behavior in order, recommendation behavior、public praise / propagate, negative message and resist strength , prior choice , support and participate in the activity , card rate continuously. Show member " loyal behavior " and " brand cognitive" have high dependence of fond degree; It construct attitude in order in surface, feel satisfied, higher social status, participating in sense of ownership, the credible. Show that the member has great relations with the degree in ''the psychological attitude ".
Second. The honest type and the marketing policy difference of member's brand for:
1. It is collected that true and loyal group (Guo Jing), maintain the good relation and promote the member's rank and honor sense, intimate emotion strengthening and sharing weal or woe. 2. It is collected that potential and loyal group (Zhang Wu Ji) deepens the customer's demand, keep in touch and understand with attendants' deepening essence. 3. It is collected that false and loyal group (Wei XiaoBao), establishes the customer's relation, strengthens the brands and sets up the additional value. 4. Non / Minuend loyal to collect group (Yang Guo), improve the will to purchase again, and set up the strategic alliance of the undertaking, increase the advantage of the club.
Third. The characteristic of consumer behavior
Most of source with fitness clubber's information came from friend's introducing; the purpose lies in sports for building up the body, and the affiliation reason to attract is to build up body in the majority by suitable for sporting, make the member feel that the biggest beneficiary is oneself in buying the membership card through comfortable space planning. In addition by giving for gift or complimentary ticket with and has dominance most that strategic alliance comes to strengthen brands. Most of members are for all salaried of knowing area of 20 to 30 years old, come off duty period to participate in body building one hour to spare, frequency is in the majority from three times to four times with every week, and the place is usually chosen in the drive of 30 minutes of the house.

並列關鍵字

Fitness Club ； brand ； brand loyalty

參考文獻

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