顧客對臺大綜合體育館服務滿意度之研究

A Study of Customer Satisfaction on National Taiwan University Sports Center

康正男(Cheng-Nan Kang) ； 胡林煥(Lin-Huan Hu) ； 黃欽永(Ching-Yung Hwang) ； 葉正(Zheng Ye) ； 陳國華(Kuo-Hua Chen)

《臺大體育學報》 11輯 (2007/09) Pp. 51-75

https://doi.org/10.6569/NTUJPE.200709_(11).0004

摘要

目的：(1)探討會員參與行為之現況｡(2)探討顧客對不同構面滿意度之重要程度和實際符合程度之認知差異｡(3)探討不同人口統計變項對顧客滿意度之差異情形｡(4)探討顧客滿意度對顧客忠誠度之影響效果。方法：以臺大綜合體育館之會員為研究對象，採用問卷調查方式進行，共發出300份，經回收廢卷處理，有效問卷共計249份，回收率83％，以驗證性因素分析、相依樣本t檢定、單因子變異數分析、皮爾遜積差相關分析及多元回歸分析等，進行資料分析。結果：(1)使用場館則以健身房使用人數最多，次之為羽球館和游泳池｡(2)顧客對不同構面場館滿意之重要程度之得分皆高於符合程度得分，顯示臺大體育館對於會員的服務，在各方面還有改善的空間｡(3)人口統計變項在不同構面之場館滿意上，在年齡､繳費方式及使用頻率方面均有顯著差異｡(4)顧客使用之滿意度對顧客忠誠度有顯著的預測效果。結論：服務人員的服務品質程度會反映出顧客使用場館的滿意度；顧客對場館使用滿意度之知覺重要程度明顯高於符合程度；顧客滿意度對顧客忠誠度有正向的影響效果。

關鍵字

臺灣大學綜合體育館 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Purpose: This study is designed to investigate (1) current using status of National Taiwan University (NTU) sporting center; (2) the perceived difference among expected service level and real response of NTU sporting center customers; (3) the correlation of demographic variables and customer satisfaction; (4) the influence of customer satisfaction on customer loyalty. Methods: 300 questionnaires were used in this study for NTU sporting center users. After retrieve, 249 questionnaires were valid and the rate of valid data was 83%. Data were analyzed by using confirmatory factor analysis, dependence samples t test, one way ANOVA analysis, Pearson product-moment correlation analysis, and multiple regression analysis. Results: Our findings in this study were (1) the major population of sporting center users was students. Physical fitness room had highest utility rate, followed by badminton courts and swimming pool; (2) the expected service level was always higher than the real satisfaction for sporting center users which indicated that it was necessary to improve the service level; (3) customer satisfaction showed significant difference among users age, payment ways and using frequency; (4) customer satisfaction was highly positive-correlated with customer loyalty. Conclusions: Our study showed that quality of service had strong influence on customer satisfaction which was determinative for the establishment of customer loyalty. All the questionnaires from our survey indicated that the expected service level was higher than real perceived satisfaction. Therefore, we suggested managers of NTU sporting center could make the improvement plan according to our study to meliorate the service quality and furthermore the customer satisfaction and loyalty.

並列關鍵字

NTU sporting center ； customer satisfaction ； customer loyalty

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