運動健身俱樂部個人教練之專業知能、顧客滿意度與顧客忠誠度之研究

A Study on Relationships between Professional Knowledge of Fitness Clubs' Personal Trainers and Customer Satisfaction and Loyalty

李城忠(Cheng-Jong Lee) ； 林孟潔(Meng-Chieh Lin)

《人文暨社會科學期刊》 1卷2期 (2005/12) Pp. 55-64

https://doi.org/10.7118/JHSS.200512.0055

摘要

本研究的目的主要是探討運動健身俱樂部個人教練之專業知能對於顧客滿意度與顧客忠誠度是否有正向影響效果。並以台中市世界健身俱樂部與加州健身俱樂部有個人教練指導之會員為研究對象，共發放400份問卷，回收有效問卷347份。資料經結構方程模式LISERL 8.20套裝軟體進行統計分析，研究結果顯示：個人教練之專業知能與顧客滿意度呈現正向效果；而顧客滿意度與顧客忠誠度也呈正向關係；由此推知，專業知能對於顧客忠誠度有間接的影響效果。本研究結果顯示，良好的服務態度將會帶給消費者好的感受與滿意，當消費者滿意度高時，運動健身俱樂部的口碑與評價也會隨著顧客忠誠度大幅的提升。因此，業者在努力提升業績的同時，應著重於加強個人教練的專業素養以及提供良好的服務，顧客才會有好口碑及高忠誠度。

關鍵字

專業知能 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The purpose of this study was to determine whether the professional competency of personal trainers has any positive influence on customers' level of satisfaction and loyalty to a fitness center. The respondents of this research were those members who had personal trainers in the World Gym Fitness Centers and California Fitness Centers. 400 survey questionnaires were distributed and 347 valid survey questionnaires were collected. After being statistically analyzed by LISERAL 8.20, the data indicated that the professional competency of personal trainers has a positive effect on customers' satisfaction. Furthermore, one's preference has a positive relation with his/her satisfaction. Such results show that the professional competency of personal trainers has a direct relation with customers' loyalty to a fitness center. Therefore, proprietors of fitness centers should focus on strengthening the professional competency of personal trainers and on providing high-quality service. This way, customers have a better impression and a higher loyalty to a center. Thus, the proprietors would be able to make a higher profit from the continuous operation of the fitness center. If a company is unprofitable, i.e. makes losses, then it is usually shut down.

並列關鍵字

professional competency ； customer satisfaction ； customer loyalty

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