台北市信義運動中心顧客滿意度與參與動機之研究

The Study of the Customer Satisfaction and Motivations in Taipei Xinyi Sports Center

廖敏君(Min-Chun Liao)

指導教授 ： 李明榮教授

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2011年)

摘要

本論文研究之目的在於探討一、了解臺北市信義運動中心之顧客人口統計特徵分佈的情形。二、了解臺北市信義運動中心之顧客對運動中心所提供顧客滿意度及參與動機之現況。三、比較不同人口統計變項對臺北市信義運動中心之顧客所提供之顧客滿意度及參與動機之差異情形。四、探討臺北市信義運動中心滿意度與參與動機之相關情形。
本研究母群體為臺北市信義運動中心之消費者，以問卷調查法來收集所需資料，共計發出260份，回收243份，扣除資料填答不全者，合計有效樣本為233份，有效回收率為89%。回收資料透過SPSS12.0處理，資料分析採用描述統計、獨立樣本t 檢定、單因子變異數分析及皮爾遜積差相關。
本研究主要結論為：1.臺北市信義運動中心之顧客滿意度得分的情形屬於中度滿意程度。2.臺北市信義運動中心之顧客參與動機得分的情形屬於中度程度。3.不同年齡、子女數、教育程度及居住地區與臺北市信義運動中心顧客滿意度的差異發現，達顯著差異。4.不同年齡、教育程度、消費行為與臺北市信義運動中心參與動機的差異發現，達顯著差異。5.顧客滿意度與參與動機達相關（r=.49，p<.05）。

關鍵字

信義運動中心 ； 顧客滿意度 ； 參與動機

並列摘要

The purposes of the study are – first, to understand the nature of visitors to Taipei Xinyi Sports Center in terms of their demographical characteristics and motivations. Second, to obtain the customers’ perceptions of satisfaction and motivations provided by Taipei Xinyi Sports Center at present. Third, to compare the demographic variables towards the customer satisfaction and motivations of Taipei Xinyi Sports Center and fourth, to discuss the issues that related to the customer satisfaction and motivation of Taipei Xinyi Sports Center.
The primary source of data collection was based on the customers who visited the Taipei Xinyi Sports Center by questionnaire distribution. Total of 260 questionnaires were given out, and 243 questionnaires were returned. After eliminating the invalid samplings, the total number of usable samplings was 233. In other words, the validity was of 89%. The questionnaires were processed by utilizing the SPSS12.0. For the analysis of each variable the descriptive analysis, t-tests, one-way ANOVA and Pearson product-moment correlation were adopted.
The findings of the research are: 1.The average of customer satisfaction of Taipei Xinyi Sports Center is 3.74; standard deviation is .48 which shows that visitors are neutral satisfied with Taipei Xinyi Sports Center. 2. The customer motivation scored 3.95; standard deviation is .47, revealing that visitor motivation is neutral. 3. The finding indicated some generalizations regarding certain types of visitor motivations are greatly differ from particular demographic profile in terms of age, and number of children, educational background, and residential area. 4. Different age, level of education, and consumer behavior were found to have significant influence on the visitor motivations. 5. There is a correlation between customer satisfaction and motivations（r=.49，p<.05）.

並列關鍵字

Taipei Xinyi Sports Center ； customer satisfaction ； customer motivation

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