蔡俊傑Tsai, Chun-Chieh2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/71111學位類別：碩士校院名稱：國立台灣體育大學系所名稱：體育研究所學號：19801121畢業學年度：99年論文頁數：87頁　　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.目　次 壹、緒論…………………………………………………………………1 　第一節　研究背景與動機……………………………………………1 　第二節　研究目的……………………………………………………4 　第三節　研究範圍……………………………………………………5 　第四節　研究限制……………………………………………………5 　第五節　名詞操作性定義……………………………………………6 貳、文獻探討……………………………………………………………8 　第一節　服務品質定義與模式………………………………………8 　第二節　顧客滿意度定義與相關研究………………………………12 　第三節　忠誠度意義與衡量…………………………………………15 　第四節　服務品質、顧客滿意度與忠誠度之研究…………………17 參、研究方法……………………………………………………………20 　第一節　研究架構……………………………………………………20 　第二節　研究對象……………………………………………………21 　第三節　研究工具……………………………………………………22 　第四節　資料處理……………………………………………………32 肆、研究結果與討論……………………………………………………35 　第一節　俱樂部會員背景變項的現況………………………………35 　第二節　俱樂部會員服務品質、顧客滿意度與顧客忠誠度 　　　　　的現況分析…………………………………………………37 　第三節　不同背景變項的會員在服務品質之差異分析……………38 　第四節　不同背景變項的會員在顧客滿意度之差異分析…………47 　第五節　不同背景變項的會員在顧客忠誠度之差異分析…………54 　第六節　服務品質、顧客滿意度與顧客忠誠度之相關分析………60 　第七節　服務品質、顧客滿意度與顧客忠誠度之解釋情形………62 　第八節　綜合討論……………………………………………………64 伍、結論與建議…………………………………………………………74 　第一節　結論…………………………………………………………74 　第二節　建議…………………………………………………………77 參考文獻…………………………………………………………………79 　中文部分………………………………………………………………79 　英文部分………………………………………………………………84561162 bytesapplication/pdf服務品質;顧客滿意度;顧客忠誠度Service quality;Consumers’ satisfaction;Customers’ loyaltythesis