顧客知覺價值對滿意度影響之研究 以統一BEING sport健康俱樂部為例

Research of the influence of satisfaction to customer of customer consciousness value of service quality BEING sport health club of Iraq

黃啟華(Chi-Hua Huang)

指導教授 ： 詹毓玲 ； 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

近年來國內專業運動休閒與健康俱樂部的興起，市場需求亦趨熱絡與普遍化，而俱樂部應如何經營管理以符合消費者的需求，進而提昇競爭力，變成為經營者所必須面對的課題。國內健康體適能俱樂部產業有二十年以上的歷史，但俱樂部在經營管理上的理念和作法存在了許多差異。
國內健康休閒產業兩大龍頭佳姿(2005)與亞力山大(2007)陸續爆發財務吃緊、歇業。造成健康樂部的產業產生相當的變化。
倘若健康俱樂部的業者所提供的服務或設施無法滿足會員，其續卡率自然就會大幅下降。有鑑於此，本研究試圖分析俱樂部的顧客知覺價值對於顧客滿意度之間關連性為何，以SPSS統計及結構方程模式進行分析，根據研究分析結果發現顧客知覺價值影響顧客對於滿意度的選擇在產品的可信賴與長久不衰、價格合理與高娛樂性、人員服務與值得信賴有正向關係提供給業者參考，並建議健康俱樂部的業者應隨時監控顧客知覺價值的權重與轉變，進而擬定行銷策略以迎合顧客的需求，方能有效率提升顧客的滿意度增加續約率。

關鍵字

顧客知覺價值 ； 顧客滿意度 ； 健康俱樂部

並列摘要

The recent rise of professional sporting and health clubs in Taiwan indicates a general need for the popular recreational market. It has become a propeller for business operators to improve and elevate competitiveness by satisfying customers with their needs. Taiwan’s health club industry has a history of twenty years. In terms of management concept and business models, however, there have been differences among the business operators.
The two leading brands of Taiwan’s recreational and health industry, Youth Camp Health Group and Alexander Health Club, encountered financial difficulties and thus forced to close down in 2005 and 2007, respectively, causing a dramatic change in the industry.
Costumer satisfaction regarding provided services and facilities is highly related to customer’s will to continue membership. That is, the lower satisfaction on services and facilities, the lower customer returning rate. Based on this concept, this research is to analyze the relationship between health club customer’s perceived value and customer satisfaction. Using Statistical Package for the Social Sciences (SPSS) and Structural Equation Modeling (SEM), the research shows that customer’s perceived value is in direct proportion with customer satisfaction, while customer choices are based on product reliability, sustainability, price rationality, entertainment quality and services. The analysis acts as a reference for recreational business operators, suggesting that they keep an eye on the shifts and changes of customer perceived value and proceed to a better marketing strategy that meets customer needs. With an efficient marketing strategy and high customer satisfaction, an increase of customer returning rate will take place.

並列關鍵字

customer perceived value ； customer satisfaction ； BEING sport ； health clubs

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