臺中市游泳池消費者行為之研究─以池冠游泳學校為例

Consumers Behavior at Swimming Pools in Taichung-A Case Study of Top Swimming School

高榮傑(Junh-Chieh Kao) ； 柯伶玫(Ling-Mei Ko) ； 蘇鴻賓(Hung-Bin Su)

《興大體育學刊》 14期 (2015/01) Pp. 37-49

摘要

本研究之目的為了解池冠游泳學校消費者之現況，及不同變項消費者服務品質、顧客滿意度、再購意願之差異性，以及服務品質、顧客滿意度、再購意願之相關性與預測的關係。以池冠游泳學校之消費者421人為研究對象，研究工具為服務品質、顧客滿意度與再購意願調查問卷。蒐集的資料以獨立樣本T檢定、單因子變異數分析、皮爾森積差相關、迴歸分析等統計方法進行資料分析。研究結果發現池冠游泳學校的消費者大多數為女性、31-40歲、學歷大專以上、月收入50,001以上、平均每月游泳花費為501-1,000。此外，不同背景變項僅年齡和學歷於服務品質以及顧客滿意度具有顯著差異。最後，池冠游泳學校消費者服務品質、顧客滿意度、再購意願三個構面之間，有中度的相關性存在，且三個構面可有效相互預測。

關鍵字

游泳運動 ； 消費者 ； 服務品質 ； 顧客滿意度 ； 再購意願

並列摘要

The study attempted to identify the current status of consumers at Top Swimming School (TSS) and the differences of perceived service quality, satisfaction, and re-purchase intention among various consumers. This study also probed into the correlations as well as causal-relationships among perceived service quality, satisfaction, and re-purchase intention. The research targets are 421 consumers at TSS. Questionnaires consisting of items regarding perceived service quality, satisfaction, and re-purchase intention were administrated to gather information. Data collected were analyzed with t-test, one-way ANOVA, Pearson's correlation, and regression. The results show that consumers at TTS are mostly female, age from 31 to 40, with college degree, and monthly income above NT$ 50,001. Their monthly expenses at TSS range from NT$ 501 to 1,000. Moreover, perceived service quality and satisfaction are significantly distinct among consumers with different ages and different education backgrounds. Finally, there are significant correlations among the perceived service quality, satisfaction, and re-purchase intention of consumers at TSS. In addition, there is also causal relationship among perceived service quality, satisfaction, and re-purchase intention of consumers at TSS.

並列關鍵字

swimming ； consumer ； service quality ； consumer satisfaction ； re-purchase intention

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