Publication:

游泳俱樂部服務品質、顧客滿意度與忠誠度之研究—以臺中市郷村游泳俱樂部為例

本研究以臺中市郷村游泳俱樂部為研究對象，主要探討會員在服務品質、顧客滿意度與顧客忠誠度及人口統計變數之差異情形。首先分析不同人口統計變數之會員對服務品質、顧客滿意度及顧客忠誠度之差異；並探討三者之間的關係。本研究採問卷調查法，以臺中市鄉村游泳俱樂部會員270人為研究對象。所得資料以統計套裝軟體執行積差相關、逐步迴歸等統計分析。研究結果顯示：服務品質各層面排序高低為反應性、關懷性、有形性、可靠性、保證性；顧客滿意度各層面排序高低為軟體設施、硬體設施、經營模式；顧客忠誠度各層面排序高低為推銷意願、再購意願。另外，服務品質、顧客滿意度與顧客忠誠度呈正相關。本研究證實服務品質與顧客滿意度對顧客忠誠度會帶來相當程度的影響。期望能藉由此次研究結果及發現，提供俱樂部管理階層規劃改善服務品質與提昇顧客滿意度與忠誠度措施的重要依據。

The purpose of this case study is to reveal the characteristics of the demographic variables participation, and to the service quality, the customer satisfaction, customer loyalty of Tai-Chung Club members. Firstly, it tries to disclose that the members' demographic variables do affect on service quality, customer satisfaction and customer loyalty. Secondly, discuss the relationships among the three. Finally, it finds out the correlation between members' service quality and customer feedback regarding Tai-Chung swimming club. The research objects were 270 members in Tai-Chung city. The data was analyzed through the methods of Pearson’s product moment correlation. Step-wise regression. The results of the research are five factors of service quality were factor of responsiveness, empathy, tangibles, reliability, and assurance and three factors of consumer satisfaction were factor of software facility, hardware facility, and business model. Loyalty has two factors. First was buy again wish, second was promotion wish. Other result, the study reveals positive correlation between service quality, satisfaction and swimming club member’s loyalty. The results of this research state that service quality and satisfaction of member in primary unit does influence their loyalty. By the result of this study, hoped to supply the management of club a important basis for improve the service quality and increase the customers’ satisfaction.