服務品質、關係品質、顧客滿意度與忠誠度影響關係之研究-以臺北市市民運動中心為例
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2009
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Abstract
本研究目的旨在探討服務品質、關係品質、顧客滿意度及忠誠度之影響徑路關係，以臺北市七座已營運之市民運動中心消費者為研究對象，採用問卷調查法來收集相關資料，問卷內容包含：服務品質量表、關係品質量表、顧客滿意度量表、顧客忠誠度量表及個人基本資料等五部分。每間運動中心發放60份問卷，共計發放420份正式問卷，回收問卷420份，剔除資料填答不全者，合計有效樣本為409份，有效問卷率為97.4％。回收資料以SPSS 15.0進行資料處理，並以LISREL 8.52統計套裝軟體進行資料分析。所得結果如下：
一、運動中心消費者男性和女性比例相當。
二、主要消費族群年齡介於20~40歲間。
三、消費者平均每週使用時間以1~2次者為最多，且平均每次使用時間以1~2小時內為主。
四、消費者入場付費方式以購買單次票為主，其次為購買月票。
五、本研究提出「服務品質-關係品質-滿意度-忠誠度」因果徑路模式之研究結果是適合的，換句話說，市民運動中心服務品質服並不會直接影響顧客忠誠度，但是會透過關係品質來影響顧客滿意度，進而影響顧客忠誠度，因此關係品質是一關鍵中介變項。
根據以上結果，市民運動中心在提供服務的過程，應增加與顧客之間互動的關係，提升顧客對運動中心的信任感，方能使顧客對運動中心感到更滿意，也更願意來運動中心進行消費。
The purpose of this study was to investigate the relevance among service quality, relationship quality, customer satisfaction and loyalty. Through the 7 ongoing Taipei city sports center’s consumers survey and received 409 effective questionnaire survey, take the way of analysis and LISREL statistical methods, the results are summarized as below: 1. The consumer movement is considerable proportion of men and women. 2. The main consumer group aged between 20 - 40 year old. 3. The consumers average spent 1-2 hours per visit and 1-2 times mainly by weekly basis. 4. The consumers pay admission by single purchase mainly and followed by monthly passed. 5. The path model of research results of " service quality - relationship quality - satisfaction - loyalty" is appropriate, in other words, the 7 ongoing Taipei city sport’s center service quality will not direct affected the customer loyalty, however through the relationship quality to influence the quality of customer satisfaction, and the impact of customer loyalty. Therefore the relationship quality is the key intermediary variables. Based on the above results, the Taipei city sport’s centers should increase with the interactive relationship in between customers and service providers to enhance customer confidence during the service period. In addition, to enable customers to feel more satisfied with the sports center and more willing to visit the sports centers for consumption again. Policy implication and suggestion for Taipei city sport’s centers are also provided.
The purpose of this study was to investigate the relevance among service quality, relationship quality, customer satisfaction and loyalty. Through the 7 ongoing Taipei city sports center’s consumers survey and received 409 effective questionnaire survey, take the way of analysis and LISREL statistical methods, the results are summarized as below: 1. The consumer movement is considerable proportion of men and women. 2. The main consumer group aged between 20 - 40 year old. 3. The consumers average spent 1-2 hours per visit and 1-2 times mainly by weekly basis. 4. The consumers pay admission by single purchase mainly and followed by monthly passed. 5. The path model of research results of " service quality - relationship quality - satisfaction - loyalty" is appropriate, in other words, the 7 ongoing Taipei city sport’s center service quality will not direct affected the customer loyalty, however through the relationship quality to influence the quality of customer satisfaction, and the impact of customer loyalty. Therefore the relationship quality is the key intermediary variables. Based on the above results, the Taipei city sport’s centers should increase with the interactive relationship in between customers and service providers to enhance customer confidence during the service period. In addition, to enable customers to feel more satisfied with the sports center and more willing to visit the sports centers for consumption again. Policy implication and suggestion for Taipei city sport’s centers are also provided.
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服務品質, 關係品質, 顧客滿意度, 顧客忠誠度, 結構方程模式, Service Quality, Relationship Quality, Satisfaction, Loyalty, SEM