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  • 學位論文

健康休閒俱樂部空間印象、服務品質與忠誠度關係之研究 —以亞爵運動溫泉會館為例—

The Relationships among Spatial Image, Service Quality, and Loyalty of the Health Fitness Club's Customers: A Case Study of Aegius Club

指導教授 : 莊修田

摘要


國內週休二日政策的全面實施及對健康意識的提升,使得國人對休閒活動服務品質與場所的要求日益重視,而市場需求也亦趨熱絡,近幾年來,新興的健康休閒俱樂部急速發展與擴張,儼然成為都會區新興與時尚的休閒產業之一,並成為都市休閒生活的時尚風潮,且在經營上採取多角化的型態,藉由複合式的經營,提供美食、運動,養生、水療SPA,並結合商務社交等服務,以滿足不同客群的需要,在空間的設計與規劃上也具其獨特性。 本研究以北投亞爵運動溫泉會館為研究個案,主要是探討會館的空間印象、服務品質滿意度與會員的忠誠度之間的關聯性。經以SPSS 10.0對261份有效問卷統計分析結果發現: 1.在空間印象的7個因素當中,受測者最滿意的是「接待大廳氛圍」; 2.在服務品質的3個因素當中,受測者最滿意的是「服務品質 / 硬體設備」。 3.在空間印象、服務品質各因素與忠誠度之間,具顯著正相關。 4.不同個人屬性與參與行為的會員,其空間印象、服務品質滿意度與忠誠度有顯著差異。 會員對亞爵運動溫泉會館的忠誠度預測變項為:「服務品質 / 軟體服務」、「接待大廳氛圍」、「舒活桑拿區氛圍」、「餐飲服務」、「餐廳設計風格」、「教育程度 /高中(職)」等6項,這6個變項聯合可預測忠誠度35.9%的變異量;其中服務品質變項中的「軟體服務」與空間印象變項中「接待大廳氛圍」與「舒活桑拿區氛圍」3種變項,忠誠度可預測的變異量為33.3%,佔總預測值的92.7﹪。 本研究結果期望可提供經營者及室內設計業者在空間規劃與經營管理上參考。

並列摘要


The implementation of two-day weekends policy has raised a heightened awareness towards a healthier lifestyle and consciousness. This has allowed the people to raise the standards on the quality and services that the health & fitness industries provide. Due to this increase in demand for better services & standards, in the recent years, this new health conscious environment has sparked a rapid growth and expansion within the recreational & health spa industry. This new growth has become part of the urban trend and bringing along with it other related industries in various fields to cater to this healthier lifestyle. Among the trends are services that entail healthy cuisines, a fitness club and health spas. By combining these different businesses together to provide for the needs of the ever-demanding customers, it has created an unique blended style of design and space planning. Using the Beitou Branch of the Aegis Club as the subject of this investigation, the main purpose of this empirical study was to explore the relationship of the club’s spatial image, service quality and loyalty of the customers. With the aid of SPSS 10.0 computer software, the findings of the data collected from 261 subjects are as follows: 1.Among the 7 factors of the spatical image, “the lobby’s ambience” was most satisfied. 2.Among the 3 factors of the service quality, “service quality / hardware equipment” was most satisfied. 3.There were apparent correlations between factors of spatial image, service quality and customer loyalty. 4.Due to different character and behavioral factors of club members, spatial image, service quality and loyalty showed significant variance. The six predicative variables for loyalty of club members are “service quality / software service,” “lobby ambience,” “sauna area’s ambience,” “food & beverages services,” “restaurant design style,” and “education level (min. high school education).” These six factors combined constitute a total explained variance of 35.9%. Of the six factors, “service quality / software service,” “lobby ambience,” and “sauna area’s ambience” accounted for 92.7% of the total explained variance. It is the hope that the findings of this study can contribute to better space planning and management styles in the future by the service providers in the industry and interior designers.

參考文獻


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被引用紀錄


林宸嫻(2011)。從五感觀點探討消費者對下午茶空間之 美感反應與滿意度關係 —以「好樣棒棒」為例〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201100847

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