Publication:

劍道館之知覺服務品質對學員滿意度及再消費意圖影響之研究–以臺中市地區劍道館為例

許多行銷研究已證實服務品質為學員滿意度的一項因素，本文嘗試探討劍道館服務品質對學員滿意度之影響、學員滿意度對再消費意圖之影響以及服務品質、滿意度與再消費意圖之間的關係，同時亦探討人口統計變項對學員滿意度的影響。

本研究以服務品質與人口統計變項作為自變項；學員滿意度為中介變項；再消費意圖為依變項；研究對象為台中市地區之劍道館的學員，因此樣本選自台中市之7家劍道館的參訓學員。採便利抽樣方式發出問卷300份，有效問卷回收267份，收集並經統計分析，得到以下結論 ：

一、劍道館的知覺服務品質對學員滿意度有顯著性影響。

二、劍道館的知覺服務品質、學員滿意度二者分別對再消費意圖有顯著性影響。

三、劍道館的學員滿意度對服務品質及再消費意圖具有中介性效果。

四、不同人口統計變項對劍道館服務品質的認知具有顯著差異。

五、不同人口統計變項對劍道館的滿意度具有顯著差異。

Perceived service quality has been proved as a key factor of satisfaction by many marketing researches. In this study, we tried to discuss the impact of perceived service quality upon customer satisfaction, the impact of customer satisfaction upon overall repurchase intention, and the relationships among service quality, customer satisfaction, and overall repurchase intention, as well as the influences of and demographic variables upon customer satisfaction for the training center of Kendo.

The independent variables of this study included perceived service quality and demographic variables. Customer satisfaction serves as mediating variable, and overall repurchase intention is the dependent variable. An empirical study was conducted to test the model by selecting the trainee of 7 training center of Kendo who have within Taichung city. Total 300 confirmatory surveys were sent out. And 267 copies were sent book To test the hypotheses, a great number of statistic analysis methods were used. Through the statistic analysis, the following findings were conducted:

1.There is a significant impact of service quality on customer satisfaction in the training center of Kendo

2.There is a significant impact of customer satisfaction of overall repurchase intention in the training center of Kendo

3.Customer satisfaction serves as mediating variable between service quality and overall repurchase intention was partially supported.

4.The significant impact of demographic variable on customer satisfaction of the training center of Kendo was partially supported.