Publication:

台中市生活會館會員服務品質與滿意度之研究-以水舞生活會館為例

顧客是運動俱樂部產業決定經營成敗的主要關鍵因素，參加運動俱樂部者，對運動忠誠度與興趣較高，惟有充分滿足顧客的期望，是拓展業務的基礎。本研究主要目的在瞭解台中市水舞生活會館，會員之人口統計變項、會館服務品質評價之情形、會館滿意度等差異情形。母群體台中市水舞生活會館之會員共約2500人，本研究於2008年10、11月，以系統抽樣的方式以本研究所編擬之台中市水舞生活會館服務品質與滿意度調查問卷進行受試樣本調查，期間共計發出問卷數500份，回收有效卷數398份，有效回收率為73.6%。問卷採用李克特氏量表的五等距尺度衡量，以SPSS 12.0 for Windows套裝軟體進行統計分析，問卷量表內部一致信度為，效度方面則為專佳效度。顯著水準定於a =.05。經分析後本研究發現會員人口統計變項分析慨況台中水舞生活會館會員以女性居多。會員對會館服務品質評價最高「會館有便利的顧客服務櫃檯」評價最低「會館能在您等候時間過長時，以舒解久候的不耐情緒」。構面評價最高「可靠性服務」、構面評價最低「關懷性服務」。會員對會館滿意度評價最高「會館服務人員服裝儀容與服務態度」評價最低「您對會館提供之各式療池、設備與相關課程」。構面評價最高「可靠性滿意度」、構面評價最低「有形性滿意度」。研究結果顯示要滿足顧客的需求，應先確認目標顧客，目標市場人口，硬體環境是顧客對服務品質滿意度重要考量。顧客滿意度是一種消費者在消費前之期望及對產品品質的購後評價。

The customers are the main factor influencing success and failure of management in the sport club industry. Those people who join the sport club have high loyalty and interests to sport. To completely satisfy customer’s expectations is the foundation of expanding business.The main purpose of this study is to explore the Water Dance Life Club (WDLC), the variation of member population statistics, the evaluation of service quality, and the differences in the degree of satisfaction. 2500 members in the WDLC were selected as the research population. The study was conducted via the investigation questionnaire concerning the service quality and satisfaction in the WDLC and the systematic sampling selection methods in September and November, 2008. There were 500 questionnaires distributed to the members of the WDLC, but 398 of them were replied. The return rate is 73.6%. The survey data were rated and analyzed through the Likert Scale with 5 interval levels and the SPSS12.0 for Windows. According to the viewpoint of the WDLC boss, the reliability and the validity of the questionnaire design are of excellence. The significance level is set a =.05. The study discovered that the majority of members in the WDLC are females after the analysis of the variation of member population statistics. In the service quality, the most satisfactory item is that the WDLC provides the convenient customer service counter and the item that the WDLC can relieve customer’s impatience during long waiting time is considered to be the most unsatisfactory one. On the major configuring items, the highest rating is the reliability service while the lowest is the service of empathy. In the member satisfaction to the WDLC, the foremost item is the dress, appearance and service attitude of the service personnel while the lowest one is the spa facilities, equipments and related classes provided by the WDLC. The satisfaction of reliability gets the highest rating on the major configuring items and the lowest is the satisfaction of tangibility.

The research result shows that in order to satisfy the need of a customer, the most important issue is to affirm that the customer is the goal on the market. Meanwhile, the facility environment is a very important factor of consideration whether the customer satisfies the service or not. In a word, the customer satisfaction is an expectation of a consumer before consuming and an evaluation after the purchase.