Publication:

羽球場館服務品質與顧客忠誠度之研究-以臺市羽球館為例

本研究旨在瞭解台中市羽球場館服務品質評價與顧客忠誠度之影響，及比較不同背景變項之服務品質評價、顧客忠誠度之差異。本研究以台中市六家羽球館為研究對象，採便利抽樣法進行問卷調查法，共計發放600份，回收530份，有效樣本數434份，有效率為82%。根據實際調查所得資料進行描述性統計分析、單因子多變量變異分析、雪費事後比較、徑路分析及重要-表現程度分析。研究結果發現：不同「婚姻狀況」與不同「教育程度」在服務品質評價有顯著差異；不同「年齡」與「婚姻狀況」在顧客忠誠度有顯著差異；「服務效率」構面為服務品質最大之缺口；服務品質評價對顧客忠誠度具有正向影響。

The purpose of this study was to understand the effects of service quality evaluation of badminton courts and customer loyalty in Taichung city, and to analyze the differences on the evaluation of service quality as well as the customer loyalty among the subjects. The convenient sampling methods were adopted in six badminton courts in Taichung city, 600 questionnaires were distributed, 530 were returned, and 434 were valid with a validity rate of 82%. The data were analyzed by the methods of descriptive statistics, one-way ANOVA, MANOVA, Scheffe’s methods, path analysis, and IPA methodology. The results found that there existed significant differences among the marriage status and the education levels on the service quality evaluation. There also existed significant differences among the ages and marriage status on the customer loyalty. “The service efficiency” factor in service quality evaluation was required for improving firstly, and the service quality had positive effects on customer loyalty.