顧客知覺價值與顧客滿意度對顧客忠誠度影響之研究：以國立臺灣大學綜合體育館羽球消費者為例

A Study of the Influence of Customer Perceived Value and Customer Satisfaction on Customer Loyalty: The Example of Badminton Customers of National Taiwan Sports Center

陳志一(Chih-Yi Chen)

《運動教練科學》 9期 (2007/12) Pp. 207-218

https://doi.org/10.6194/SCS.2007.09.20

摘要

本研究主要目的在探討運動場業顧客知覺價值與顧客滿意度對顧客忠誠度的影響。以自編之「運動場業顧客知覺價值、顧客滿意度、顧客忠誠度研究調查問卷」爲研究工具。抽樣方法採分層隨機抽樣當中的比例分層隨機抽樣，以國立臺灣大學綜合體育館羽球消費者爲取樣研究對象。根據實際調查所得資料，以描述性統計、複迴歸分析與徑路分析進行處理，其結果發現： 一、顧客知覺價值對於顧客忠誠度具有顯著的正向影響。 二、顧客知覺價值對於顧客滿意度具有顯著的正向影響。 三、顧客滿意度對於顧客忠誠度具有顯著的正向影響。 四、顧客滿意度在顧客知覺價值與顧客忠誠度之間具有中介效果。 根據研究結果，本研究主要結論是提升顧客忠誠度是運動場業成功的主要行銷策略，而且透過提高顧客滿意度與顧客知覺價值是改善顧客忠誠度是最佳方式。

關鍵字

運動場業 ； 顧客知覺價值 ； 顧客忠誠度 ； 顧客滿意度

並列摘要

The purpose of this study was to explore the influence of customer perceived value and customer satisfaction on customer loyalty in the sports arena industry. A survey questionnaire was developed as data analyzing instrument by the investigator. The research subjects of this study were badminton customers who had membership in the National Taiwan Sports Center, and sampling method used is proportionate stratified random sampling. The data collected from the questionnaire was analyzed via descriptive analysis, multiple-regression-analysis, and patch analysis. The results are as the following: 1. Customer loyalty will be positively influenced by customer perceived value. 2. Customer satisfaction will be positively influenced by customer perceived value. 3. Customer loyalty will be positively influenced by customer satisfaction. 4. Customer satisfaction has a significant mediating effects in the customer perceived value and customer loyalty. Within the results and finding of this study, the following conclusion may be drawn. Customer loyalty is one major marketing strategy of success in sport arena industry. Customer loyalty can be generated through improving customer satisfaction and customer perceived value.

並列關鍵字

Sports Arena Industry ； Customer Perceived Value ； Customer Loyalty ； Customer Satisfaction

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