An Analysis of Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan

臺灣商業游泳俱樂部服務品質、顧客滿意度與顧客忠誠度之研究

劉怡君(Yi-Chin Liu) ； 陳敦禮(Tun-Li Chen)

《弘光人文社會學報》 15期 (2012/07) Pp. 133-154

https://doi.org/10.29933/SHSS.201207.0007

摘要

本研究著重於臺灣商業游泳俱樂部服務品質、顧客滿意度與顧客忠誠度之探討。受訪對象為臺灣北、中、南、東四地區之游泳池俱樂部會員，本研究搜集767份有效問卷，研究問卷內容包括游泳池服務品質、顧客滿意度，以及顧客忠誠度。本研究之研究模式在於描述服務品質、顧客滿意度與顧客忠誠度之因果關係，並採用結構方程式以檢驗上述變異數。本研究所搜集之資料以SPSS16.0版軟體進行分析，所使用之統計方法有描述統計、獨立樣本雙因子共變數分析、皮爾森積差相關，以及迴歸分析。所得結果如下：一、本研究所設計之問卷為一可信賴且有效之問卷。二、游泳池俱樂部會員（顧客）有各種不同的背景。三、游泳池之服務品質分別與顧客之年齡、月收入、教育程度，以及會員資格之種類等均有所差異。四、顧客之滿意度分別與其年齡、月收入、教育程度，以及會員資格之種類等均有所差異。五、顧客忠誠度分別與其年齡、月收入、教育程度，以及會員資格之種類等均有所差異。六、服務品質、顧客滿意度與顧客忠誠度三者中，倆倆彼此存在顯著的相關性。七、顧客滿意度比服務品質更能夠影響顧客之忠誠度。本研究成果能夠提供給在臺灣之商業游泳俱樂部一個必要性的回饋，無論對其運動性活動課程、設施，乃至指導者等，均有所幫助。此外，本研究亦提供給游泳池俱樂部主管或經理有價值之資訊，協助他們瞭解游泳參與、顧客滿意度、顧客忠誠度等，分別與游泳相關組織或單位間之關係。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 游泳池

並列摘要

The study was conducted to analyze Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan. A survey was conducted and the subjects chosen to participate in this study were swim clubs members within four regional areas; northern, central, southern and eastern Taiwan. The convenience sampling method was adopted for this study with 767 valid questionnaire responses received. The survey instruments included a demographic survey, service quality, customer satisfaction and customer loyalty. The research model describes the causal relationship among service quality, customer satisfaction and customer loyalty. These paths are related to the causal processes. Thus, the structural equation modeling approach was necessary in order to examine these variables. The study was used SPSS for windows 16.0 statistical software to organize and analyze all the data collected. The collected data was analyzed using descriptive analysis, one way MONOVA, Pearson correlation analysis, and regression analysis used as well. The findings of this study were: 1. The questionnaire used in this study was a reliable and valid instrument. 2. The results indicated that commercial swim clubs members have various demographic characteristics were often involved in different ratios. 3. The results indicated that significant differences of service quality in relation to customers' ages, monthly income, education degree, and membership category. 4. The results indicated that significant differences of customer satisfaction in relation to customers' ages, monthly income, education degree, and membership category. 5. The results indicated that significant differences of customer loyalty in relation to customers' ages, monthly income, education degree, and membership category. 6. The correlation of service quality, customer satisfaction, and customer loyalty was significant enough to show the correlation of each two variables. 7. Customer satisfaction effected the variance of the customer loyalty more than service quality. The finding of this study may provide needed feedback and contribute to the improvement of commercial swim clubs, sports activity programs, facilities, and instructors for commercial swim clubs in Taiwan. Also, this study may be important because it may provide valuable information for program directors and managers of commercial swim clubs in order to comprehend significant relationship regarding swimming involvement, customer satisfaction, and customer loyalty levels in relation Taiwanese swimming organizations.

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer loyalty ； Swimming Club