臺南市永華國民運動中心服務品質、顧客滿意度與忠誠度之研究

目的：本研究目的為了解臺南市永華國民運動中心消費者行為特性，並分析服務品質、顧客滿意度對忠誠度之預測效果。方法：採問卷調查法，針對永華國民運動中心消費者，共發放500份問卷，有效489份。結果：研究結果顯示，消費者以女性、35至44歲、已婚、居住地區為南區、教育程度以大專校院、職業以服務業、每月所得以20,001－30,000元之消費者居多；在場館使用上以每週使用率以1至2次、最常使用時段為晚上6點至10點、每次運動時間為1.1至2.0小時為多數；最常使用的運動設施為體適能館、消費方式以單次購票居多。服務品質、顧客滿意度與忠誠度皆呈中度正相關，其中顧客滿意度之「人員專業」構面與忠誠度相關最高。服務品質之「可靠性」與顧客滿意度之「人員專業」、「環境設施」、「商品資訊」對於忠誠度具有顯著的預測力。結論：服務品質與顧客滿意度皆可有效預測忠誠度。本研究建議，永華運動中心可加強人員服務品質，以提升顧客滿意度；並可推廣女性、親子、銀髮族之相關運動課程；後續研究可針對永華運動中心附近各大私人運動健身中心進行相關研究調查，並了解兩者間之差異。

關鍵字

服務品質；滿意度；忠誠度；運動中心

並列摘要

Purpose: The purposes of this study were to understand the consumer characteristics and behaviors, and to investigate the relationships among Service Quality, Customer Satisfaction and Customer Loyalty, furthermore, to see if Service Quality and Customer Satisfaction could predict Customer Loyalty at Yonghua Civil Sports Center in Tainan City. Method: The survey research method was utilized. A total of 500 questionnaires were distributed to consumers of the sports center and 489 were valid. Result: The results showed the consumers of Yonghua Civil Sports Center mostly were females, aged from 35 to 44, married, living in South District of Tainan City, college level, working in the service industry, monthly income between NTD 20,001 to NTD 30,000; mostly exercising 1 to 2 times per week, going to the facility around 6 pm to 10 pm, usually exercising 1 to 2 hours, using one-time ticket; fitness center was the most popular facility. Service Quality, Customer Satisfaction and Customer Loyalty were moderately positively correlated. The correlation of "Staff Professional Skill" of Customer Satisfaction was highly correlated with Customer Loyalty. Reliability, Staff Professional Skills, Facility, and Merchandise Information can predict Customer Loyalty. Conclusion: Service Quality and Customer Satisfaction can effectively predict Customer Loyalty. The study suggested that Yonghua Civil Sports Center needs to enhance their staff professional skills for better customer satisfaction; the study also recommended that Yonghua Civil Sports Center has to develop and promote it's sports courses aiming at women, parent-child and elderly people. Further study can investigate nearby large or mid-size private sports and fitness centers to see the differences in consumer behavior.

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer Loyalty ； Sports Center

主題瀏覽