目的:本研究目的旨在探討元智大學游泳池服務品質、信任對顧客忠誠度之影響關係。方法:並以99學年度元智大學游泳池常年會員之學生爲研究母群體,採用隨機抽樣設計,共發出400份問卷進行施測,回收有效問卷343份。回收資料以SPSS12.0、Amos7.0版統計軟體進行描述性、皮爾遜積差相關分析及結構方程模式統計分析,結果:研究結果發現:(一)元智大學游泳池服務品質對顧客忠誠度有負向之直接影響;(二)服務品質對信任有正向之直接影響;(三)信任對顧客忠誠度有正向之直接影響。結論:服務品質及信任除了分別對顧客忠誠度具有直接的影響力外,服務品質也會透過信任間接對顧客忠誠度產生影響,效果值爲0.67。
Objectives: The purpose of this study was to explore the service quality and reliance's influential progress on customer loyalty of swimming pool in Yuan Ze University. Methods: Random sampling was conducted within the population of the annual membership students of 2010-academic-year in Yuan Ze University. A total of 400 questionnaires were distributed; 343 were returned. The returned data was statistically analyzed using SPSS 12.0 and Amos 7.0 for descriptive statistics, Pearson Product-moment correlation analysis and Structural Equation Modeling (SME) statistical analysis. Results: The results of this study were as follows: 1. The service quality of swimming pool has a direct and negative impact on customer loyalty in Yuan Ze University. 2. Service quality influences reliance directly and positively. 3. Reliance directly and positively influences customer loyalty of swimming pool. Conclusions: Moreover, service quality not only has a direct impact on customer loyalty but also has an indirect influence upon customer loyalty through reliance with effect size of 0.67.