此研究試圖衡量消費者於健身房、俱樂部、運動中心以及私人運動教室的店內體驗,並探討在以提供實體服務為主的企業中,過往學者所發展出來的衡量架構ISCX(In-store customer experience)是否同樣能夠在不同領域和產業中使用。除此之外,由於台灣地區健身運動以連鎖健身為大宗,而續約議題一直是全球健身產業關注的焦點議題,因此本研究也將討論在健身房、俱樂部、運動中心以及私人運動教室中的店內體驗與消費者在該運動場域的滿意度以及續約意願的關係為何,此研究結果將能提供從業人員改善店內體驗的方向,並且確實能夠有效提升消費者滿意度及續約意願。 此研究考量到構念驗證、統計方法和樣本資料隨機性等原因選擇採用問卷調查,並透過臉書、批踢踢等健身族群之不同社群平台進行發放。回收之資料後依序進行資料前處理、敘述統計並以PLS-SEM進行結構方程模型分析。結構方程模型分析包含對店內體驗構念之驗證性因素分析和店內體驗、滿意度以及續留意願之路徑分析。 分析結果顯示,運動健身場所之ISCX由認知體驗和生理體驗所組成,情感體驗和生理體驗並沒有達到統計上顯著之結果。而店內體驗ISCX對滿意度和續約意願有具有顯著正向關係,滿意度對敘消費者續留意願亦有顯著正向關係。此研究結果發現過往學者所提出之顧客體驗構念要素在不同領域應用下未必皆能獲得正向顯著之結果。因此,顧客體驗之要素必須要考量是用產業和消費者之消費型態而有不同的調整。 此研究將近年行銷領域頻繁提及之顧客體驗和續留意願概念應用於運動健身場館領域,不僅拓展行銷領域理論的應用範疇,也為運動健身從業者提供在顧客體驗組成要素的改善方針,進而提升顧客滿意度和續留意願。 關鍵字:顧客體驗、店內體驗、忠誠度、續留意願、結構方程模式
This study attempts to measure the in-store customer experience (ISCX) of consumers in gyms, fitness clubs, sports centers, and private exercise studios, and to explore whether the measurement framework, ISCX (In-store customer experience), which was developed by previous scholars can also be used in different fields and industries which provide primarily physical services. In addition, since the majority of fitness sports in Taiwan are chain gyms and contract renewal rate has been the top priority of the global fitness industry, this study discuss how the in-store customer experience in gyms, fitness clubs, sports centers, and private exercise studios relates to consumer satisfaction and their retention intention in that sports arena. The results of this study provide practitioners with guidelines to improve the in-store customer experience which is effective in increasing consumer satisfaction and retention intention. This study choose to use questionnaires for the reasons of construct validation, statistical methods, and randomness of sample data. The questionnaires are distributed through different social platforms of fitness communities such as Facebook and PTT. The data are pre-processed, statistically described, and analyzed by structural equation modeling with PLS-SEM sequentially. The structural equation modeling analysis included the confirmatory analysis of the validation dimensions of in-store customer experience and the path analysis of the in-store customer experience, satisfaction, and retention intention. The results show that the ISCX of gyms, fitness clubs, sports centers, and private exercise studios consist of cognitive experience and social experience, and the affective experience and physical experience do not achieve statistically significant results. The in-store customer experience (ISCX) has a significant positive relationship with satisfaction and retention intention, and satisfaction also has a significant positive relationship with consumer retention intention. The results of this study reveal that the elements of customer experience concept proposed by previous scholars may not always achieve positive and significant results when it is applied in different fields. Therefore, the elements of customer experience must be adjusted differently depending on the industry and the consumer's consumption pattern. This study applies the concepts of customer experience and retention intention, which have been frequently mentioned in the marketing field in recent years, to the sports and fitness gym field, not only to expand the application of marketing theories, but also to provide sports and fitness practitioners with guidelines for improving the components of customer experience in order to enhance customer satisfaction and retention intention. Keywords: Customer experience, In-store, Loyalty, Retention, Structural Equation Modeling
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