本研究旨在探討服務品質、服務價值與滿意度之現況及其整體關係模式。以嘉義地區之顧客為研究對象,採立意抽樣方式進行調查,總共發放問卷360份,回收270份問卷,其中有效問卷為258份,故有效問卷回收率為71.67%。本研究採用結構方程模式驗證本研究假說。結果:(1)服務品質對服務價值與滿意度之直接影響關係顯著;(2)服務價值對滿意度之直接關係顯著,同時也是服務品質影響滿意度的重要中介變數。結論:消費決策的過程中,其認知層面高於情感層面;於此,本研究建議游泳池業者可善用此心理層面,藉由服務品質之提升以加強消費者服務價值知覺外,並進而提高其消費者滿意度。本研究實證結果發現溫水游泳池的管理者除了重視服務品質外,更需重視服務價值的功能性,才能進一步提高顧客滿意度來增進顧客忠誠度。
The purpose of this study namely aims at exploring the current situation and relationship among service quality, service value and satisfaction. Methods: The samples were collected from an indoor swimming pool in Chiayi Area, and 360 customers were surveyed as subjects based on judgment sampling. A total of 270 questionnaires were returned, but 258 valid questionnaires, and the valid response rate was 71.67%. Furthermore, structural equation modeling was applied to test hypothesis and analyze the data. Results: 1) The service quality directly influences on service value and satisfaction significantly. 2) The service value directly influences on satisfaction significantly, and the effects to the service quality on satisfaction. Conclusion: With regard to the consumer decision-making process, cognitive level is higher than the emotional level. That is, in indoor swimming pool, workers ought to reinforce psychological level to improve the service quality and enhance consumer perception on service value, further affecting consumer satisfaction. Empirical results of this study imply that swimming pool practitioner and manager are supposed to focus on quality of service; besides, the more important point of the view is to notice and concern the substantive of service value so that they may further increase customer loyalty by means of enhancing customer satisfaction.