Publication:

台北市民運動中心與商業健身俱樂部顧客選擇因素及滿意度比較之研究

本研究目的主要在探討市民運動中心與商業健身俱樂部顧客背景、運動特性、選擇因素及滿意度之情形，從過去研究中，皆僅有探討過單一對象之研究，故本研將針對兩者之顧客選擇因素及滿意度進行比較，以比較兩者在選擇因素及滿意度上之情形，結果可提供業者作為營運之參考。本研究採用問卷調查法，其中市民運動中心404份，商業健身俱樂部411份，共獲得有效問卷815份，研究結果如下：

一、市民運動中心在選擇因素中服務軟體與可靠性、價格高於商業健身俱樂部；商業健身俱樂部則在形象與附屬設施、功能性設施及環境空間與便利性上高於市民運動中心。

二、市民運動中心在滿意度中可靠性、確實性上高於商業健身俱樂部；商業健身俱樂部則在有形性、反應性及關懷性上高於市民運動中心。

顯示顧客對於顧客對於市民運動中心及商業健身俱樂部皆有不同之選擇因素及滿意度，如何增強顧客對兩者的選擇因素及滿意度，是市民運動中心與商業健身俱樂部值得研究的課題。

The purpose of the study focused on identifying the backgrounds, feature of exercising, selection factors and satisfaction of customers in Sports Centers and Business Health Club. Past studies only discussed on the single subject, therefore this study compared selection factors and satisfaction rate of customers, in order to identify if there are differences between these two subjects. The result can be the reference of operation for the industry. The study applied the research method of questionnaire, and have received effective questionnaire of 825 copies, the research result is listed below:

1. The selection factors of Sports Centers are better than Business Health Clubs in service, reliability, and pricing; and the Business Health Club is superior in business figure, accessory equipments, functional facilities, environmental space, and convenience.

2. The satisfaction rate of Sports Centers are higher than Business Health Clubs in accountability and certainty; The Business Health Clubs otherwise receive higher satisfaction on tangibility, reaction, and attentiveness.

   These results indicated that there are different selection factors and satisfaction rate of customers toward the Sports Centers and Business Health Center. Therefore how to enhance the selection factors and satisfaction of customers are the worthy study issues of Sports Centers and Business Health Clubs.