不同背景變項之桌球俱樂部消費者參與動機與滿意度之研究－以光武國小俱樂部為例

賴正全

《高師大體育》 13期 (2015/02) Pp. 44-56

https://doi.org/10.6305/PENKNU.2015.13.4

摘要

本研究之目的了解高雄市光武國小桌球俱樂部不同背景變項之顧客參與動機和對運動中心所提供顧客滿意度，藉以整理出其成功的經驗，做為其他球場或是相關運動場所在經營時之模範。在研究方法上，以高雄市光武國小桌球俱樂部之100名消費者為實驗參與者，並填寫改編之「消費者顧客參與動機與顧客滿意度」問卷，之後將所得資料以描述性統計、獨立樣本t考驗、獨立樣本單因子變異數分析、雪費氏事後比較法等統計方法加以考驗。本研究之顯著水準訂為α=.05。本研究結果發現：桌球俱樂部的消費者性別以男性、31-40歲及大專教育程度居多：在參與動機方面，不同人口統計變項之桌球俱樂部消費者在參與動機差異上，不同身份別、不同性別、不同年齡與不同教育程度皆無顯著的不同；而在滿意度方面，不同身份別有顯著不同，且會員或社會人士優於學生；而在不同性別、不同年齡與不同教育程度則無顯著的不同。結論：光武國小桌球俱樂部消費者滿意度方面，不同身份別除持續加強會員與社會人士服務外，學生身份的滿意度亦必須加強。

關鍵字

桌球俱樂部 ； 參與動機 ； 滿意度 ； 經營管理

並列摘要

The purpose of this study is to understand the motivation and customer satisfaction of the customers at Guang Wu Primary School table tennis club. The study was based on the data, provided by the sports center, focusing on the differences of each consumer's demographic background. The main objective of this research is to set up a successful example or model for other similar sports clubs. The research method used 100 consumers from the table tennis club at Guang Wu Primary School in Kaohsiung. They were asked to filled out a questionnaire about their own consumer motivation and customer satisfaction＂ questionnaire. The researchers gathered all of the response data with descriptive statistics, ran an independent sample T test with independent samples of single factor analysis of variance, and tried to obtain a conclusion from Scheffe method. This research used a significant level of α=.05. The result of the research found that most of the consumers in the table tennis club are 31-40 years old, male, with the Post-secondary education level. In terms of consumer motivation, different demographic variables were used to test the consumer's motivation differences: Title designations, gender, age and educational levels are not significantly different. Yet in terms of satisfaction, there are some significant differences: those that are established in the community had higher satisfaction level than the students; however, there was no significant difference given the difference in gender, age or education level. Conclusion: In satisfaction, different identities do except continue to strengthen external members and community service, student satisfaction identity must also be strengthened.

並列關鍵字

table tennis club ； participation motivation ； satisfaction ； management