運動服務業體驗行銷對關係品質、顧客行為意向影響之研究－以台中佳儷曲線運動館為例

The Effects of Experiential Marketing on Relationship Quality and Customer Behavior Intention in the Sports Service-A Case Study of GOGO for Her Fitness Center

吳雅芳(Ya-Fang Wu) ； 李城忠(Cheng-Jong Lee) ； 廖文吉(Wen-Chi Liao)

《休閒觀光與運動健康學報》 4卷2期 (2014/03) Pp. 139-156

摘要

本研究主要目的在探討運動服務業體驗行銷對關係品質與顧客行為意向影響之研究。是以台中市佳儷曲線運動館從事運動之消費者為研究對象，佳儷曲線運動館主要的客群是女性消費者，有別於一般的健身俱樂部服務內容，在台灣大型連鎖健身俱樂部佳姿、亞力山大等關門歇業後，其經營獨樹一格。本研究是以問卷便利抽樣方式進行調查，總計發出200份問卷，回收有效問卷為200份，有效問卷回收率達100%。研究以AMOS 18.0統計軟體對各研究構面進行驗證性因素分析及結構模式分析驗證。本研有以下重要的發現：（一）體驗行銷對顧客行為意向有正向影響；（二）體驗行銷對關係品質有正向影響；（三）關係品質對顧客行為意向有正向影響，亦即顧客有良好的信賴與滿意感，就會再次購買健身課程。

關鍵字

運動服務業 ； 體驗行銷 ； 關係品質 ； 行為意向

並列摘要

The purpose of this research is to discuss the effects of experiential marketing on relationship quality and customer behavior intention in the sports service. This is a case study of GOGO for Her Fitness Center located in Taichung City. The main consumers for GOGO for Her Fitness Center are targeted at female, which is a strategy different from the usual fitness centers on the market. After major chain fitness centers such as Jia Zi Fitness Center and Alexander Health Club went out of business, GOGO for Her Fitness Center became a unique business model. This research is done by questionnaire survey with convenience sampling method, a total of 200 surveys were distributed, 200 surveys were recovered, recovery rate 100%. Amos 18.0 were used to analysis the statistics in this research. Three major findings from this study are as followes: 1. Experiential marketing has positive effect on customer behavior intention. 2. Experiential marketing has positive effect on relationship quality. 3. Relationship quality has positive effect on customer behavior intention. This means customers will repurchase as long as they are satisfied and have faith with the company.

並列關鍵字

sports service ； experiential marketing ； relationship quality ； behavior intention