游泳俱樂部服務品質與顧客忠誠度之相關研究

A Relative Study of Service Quality and Consumers Loyalty for Swimming Club

羅鴻仁(Hung-Jen Lo)

《興大體育學刊》 13期 (2014/01) Pp. 9-19

摘要

本研究主要目的在瞭解俱樂部會員的服務品質與忠誠度之間的關係。藉由參考服務品質與滿意度忠誠度等相關文獻和量表作為工具，以台中市鄉村游泳俱樂部會員270人為研究對象。所得資料以統計套裝軟體執行積差相關、逐步迴歸等統計分析。研究結果顯示：服務品質各層面排序高低為反應性層面、關懷性層面、有形性層面、可靠性層面、保證性層面；顧客忠誠度各層面排序高低為推銷意願、再購意願。此外，服務品質與顧客忠誠度呈正相關，其中保證性為高度相關。本研究證實服務品質對顧客忠誠度會帶來相當程度的影響。期望能藉由此次研究結果及發現，提供俱樂部管理階層規劃改善服務品質與提昇顧客忠誠度措施的重要依據。

關鍵字

服務品質 ； 顧客忠誠度

並列摘要

The main purpose of this study was to understand relationships among the service quality and swimming club member's loyalty. The researcher of this study applied questionnaires survey, and referring to the documents relating to member's service quality and loyalty in swimming club and the chart of self-made ”Questionnaires On service quality and loyalty” as the resources of information, The research objects were 270 members in Tai-Chung city. The data was analyzed through the methods of Pearson's product moment correlation. Step-wise regression. The results of the research are five factors of service quality were factor of responsiveness, empathy, tangibles, reliability, and assurance. Loyalty has two factors. First was promotion wish, second was buy again wish. Other result, the study reveals positive correlation between service quality and swimming club member's loyalty, among high correlation with assurance. The results of this research state that service quality of member in primary unit does influence their loyalty. By the result of this study, hoped to supply the management of club an important basis for improves the service quality and increases the customers' loyalty.

並列關鍵字

Service Quality ； Consumers' loyalty

參考文獻

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