非語言溝通技巧針對個人健身教練之教學與消費學員滿意度、忠誠度之影響

Abstract

非語言溝通 (Nonverbal Communication)為肢體語言、副語言、外表及空間距離，其是否對個人健身課程中的消費學員之滿意度與忠誠度有正向影響，有待實證性研究探討。本研究旨在探討非語言溝通在個人健身課程中的作用，透過問卷量表了解其對消費學員滿意度與消費學員忠誠度之影響。使用滾雪球方式發放問卷為研究方法，以曾經或現在進行一年以上之個人健身教練課程的消費學員為研究對象，並以非語言溝通量表、滿意度量表、忠誠度量表之問卷作為研究工具，總共收集312份問卷，有效數量為300份，有效率達96.15%。所得資料以SPSS23.0套裝軟體為統計工具進行分析，採用多元迴歸分析非語言溝通整體對消費學員滿意度 (F = 153.190，β = .776，p< .001) 及消費學員忠誠度 (F = 108.926，β = .723，p < .001) 皆呈正向影響。而滿意度對忠誠度呈正向影響 (F = 1109.426，β = .888，p < .001)。但拆解各構面後發現僅副語言能獨立預測結果，而肢體語言與外表未達顯著水準，空間距離則因資料無變異，故無法進行分析。研究結論：教練的非語言溝通技巧對學員的滿意度與忠誠度具有顯著正向影響；其中，學員滿意度對忠誠度亦具正向預測力，顯示當學員對教練教學感到滿意時，更可能持續購課、推薦他人，並建立長期信任關係。建議未來可採用縱貫式研究、結合行為觀察法或專家評分，建立較客觀的非語言行為測量方式，也可增加多元場域及擴大研究對象增加其豐富度。This study explored the effects of nonverbal communication—comprising body language, paralanguage, appearance, and spatial distance—on client satisfaction and loyalty in personal fitness training. A snowball sampling method was used to recruit individuals who had participated in personal training for over one year. A total of 312 questionnaires were distributed, with 300 valid responses (96.15%). Research tools included scales measuring nonverbal communication, satisfaction, and loyalty. Data were analyzed using SPSS 23.0 and multiple regression analysis. Results showed that overall nonverbal communication positively predicted both satisfaction (F = 153.190, β = .776, p< .001) and loyalty (F = 108.926, β = .723, p < .001). Satisfaction also significantly predicted loyalty (F = 1109.426, β = .888, p < .001). Among the dimensions, only paralanguage independently predicted outcomes; body language and appearance were not significant, and spatial distance could not be analyzed. In conclusion, trainers’ nonverbal communication, especially paralanguage, positively influences client perceptions. Satisfied clients are more likely to remain loyal, repurchase sessions, and recommend their trainers.