Publication:

臺北市市民運動中心服務品質及消費者使用滿意度與再購意願之研究

本研究以臺北市12家市民運動中心為研究對象，探討市民運動中心服務品質、消費者使用滿意度與再購意願的相關性，每中心蒐集100份問卷，12家共1200份，並運用描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森相關分析、迴歸分析等統計方法進行檢驗。本研究結果顯示：運動中心會員已男性、21-30歲、大學畢業、學生及服務業、月收入3000元以下及未婚佔的比例居多；服務屬性中停車空間、交通為顧客主要的考量；在滿意程度中置物櫃是否充足為主要的考量；在場館品質構面對整體顧客滿意度上「有形性」、「便利性」、「保證性」及「關懷性」均有顯著正向相關，在「可靠性」上並無顯著影響。

The study takes 12 sports centers as research objects to explore service quality of sports centers and correlation of consumer use satisfaction and repurchase intension. Every center collects 100 questionnaires and 12 centers add up to 1,200 questionnaires.to carry out a test by descriptive statistics, independent sample t test, one way ANOVA, Pearson correlation analysis, and regression analysis etc. The research results indicate: The majority of the sports center members are males, at the age of 21-30, graduated from university, students, engaged in the service industry, with monthly income below 3,000 dollars and unmarried. In the service attribute, the main considerations of customers are parking space and traffic; in the satisfaction, that of customers is a sufficient locker. In the quality dimension, “tangibility”, “convenience”, “guarantee” and “solicitude” have a significantly positive correlation in overall customer satisfaction, but no significant influence on “reliability”.