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

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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 , Masters　　Advisor：詹毓玲;謝錦堂　　

繁體中文

顧客知覺價值；顧客滿意度；健康俱樂部； customer perceived value ； customer satisfaction ； BEING sport ； health clubs

Abstract │ Reference (66) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 66 ) 〈TOP〉

1. 王建福，(2003)。光電產業”組織文化、行銷策略與顧客關係管理”對組織績效影響之實證研究，國立成功大學高階管理研究所碩士論文。
連結：
2. 王馨苓，(2005)。銀行合併前後服務品質、顧客滿意度與員工知覺既改善服務品質之研究-以國泰世華銀行為例，國立成功大學企業管理研究所碩士論文。
連結：
5. 吳萬益、林清河，（2001）。企業研究方法，初版，台北市：華泰文化事業股份有限公司。
連結：
17. 姜慧嵐，(2000)。台灣健康體適能俱樂部產業經營之研究，中國文化大學運動教練研究所碩士論文。
連結：
27. 蔡晟權，(2007)。關係行銷結合方式、服務品質對顧客滿意度與忠誠度的影響，國立成功大學高階管理研究所碩士論文。
連結：

Times Cited (2) 〈TOP〉

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