運動服務業關係品質對顧客忠誠度影響之探討－台中YMCA游泳俱樂部之實證研究

A Study of Relationship Quality and Customer Loyalty in the Sports Service Industry-An Empirical Study of the Tai-Chung YMCA Swimming Club

李城忠(Cheng-Jong Lee) ； 陳益壯(Yih-Chuang Chen)

《人文暨社會科學期刊》 1卷1期 (2005/06) Pp. 91-108

https://doi.org/10.7118/JHSS.200506.0091

摘要

關係行銷是目前許多服務業盛行的行銷手法，本研究以台中YMCA游泳俱樂部進行實證研究，以期了解Crosby, Evans, and Cowles (1990)提出之「關係品質模式」在運動服務業之適用性，並以結構方程模式探討關係品質與忠誠度彼此之間的關係。
研究結果顯示：1.企業形象對關係品質具有正向的影響；2.專業知識對關係品質具有正向的影響；3.關係涉入對關係品質具有正向的影響；4.關係品質對合作績效具有正向的影響；5.關係品質對忠誠度具有正向的影響；6.合作績效對忠誠度具有正向的影響。
最後，本研究依模式推估結論，提出運動健身俱樂部行銷之策略，並具體建議運動服務業如何透過關係行銷活動，與顧客建立良好的關係品質，進而提高顧客的忠誠度。

關鍵字

關係行銷 ； 關係品質 ； 忠誠度 ； 結構方程模式

並列摘要

Relationship marketing is a popular strategy for many current service industries. This study used the YMCA Swimming Club in Taichung as a subject to examine the application of Crosby, Evans and Cowles' (1990) relationship quality model in sports service industries. In addition, this study also utilized structural equation modeling to analyze the correlation between relationship quality and customer loyalty.
The results of the study indicated: (1) the reputation of an enterprise has a positive influence on relationship quality, (2) professional knowledge has a positive influence on relationship quality, (3) an involved relationship has a positive influence on relationship quality, (4) relationship quality has a positive influence on the effectiveness of business cooperation, (5) relationship quality has a positive influence on customer loyalty, (6) effectiveness of business cooperation has a positive influence on customer loyalty.
By using the relationship quality model to examine the study, the researchers suggested a marketing strategy for health and fitness clubs for building good customer relationships, and enhancing customer loyalty through relationship marketing.

並列關鍵字

relationship marketing ； relationship quality ； loyalty ； structural equation modeling

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