臺北市運動中心消費者服務品質、知覺價值與滿意度之研究

Abstract

本研究旨在瞭解臺北市運動中心消費者對服務品質、知覺價值與滿意度之情形。本研究以問卷調查法針對臺北市十二個運動中心消費者進行抽樣調查，並以問卷為研究工具，總計發出問卷840份，回收549份，有效問卷為548份，回收率65.4%，問卷有效率65.3%，所得回收資料運用SPSS統計軟體分析，採用敘述性統計、單因子變異數分析、獨立樣本t檢定等統計方法進行分析。得到以下結果： 一、臺北市運動中心的消費者男性與女性比例相當，以居住在臺北市及新北市最為多，教育程度則多在大專程度以上，偏向高學歷族群，而個人平均月收入以「20,000元以下」者最多，在職業別部分則以學生族群最多，其次是服務業與商業，消費者行為以每週平均前來臺北市運動中心消費1-2次最多。 二、不同「時段」的消費者統計變項在滿意度上有所差異，非公益時段之滿意度較公益時段高，顯示消費者願意付費以獲得良好之服務品質。 三、不同「性別」、「教育程度」等2項人口統計變項在滿意度上有顯著差異；其中男性較女性傾向正向滿意，教育程度越高，對滿意度之期望較低。 四、研究結果發現消費者在不同時段、性別與教育程度方面，對於運動中心之「品質」與「聲譽」兩部分都明顯地傾向正面同意。 五、臺北市運動中心消費者的消費動機、知覺價值、滿意度之間都具有顯著的正向關係，其中知覺價值與滿意度呈現高度的相關性。 在對運動中心經營者的建議部分，分為以下幾項： 一、加強非公益時段消費者之忠誠度。 二、開發非公益時段的消費族群。 三、增加時間流暢的誘因，提升滿意度。 而在對後續研究者的建議上，則建議在研究變項、研究對象及研究方法上有所擴增，如此方能使研究更加全面、完美。The main purpose of this study is trying to understand Taipei Sport Centers Consumers’ attitude regarding the service quality, perceptive value and satisfaction degrees. Using questionnaire as study tool to conduct sampling survey on the consumers of the 12 Taipei Sport Centers, 840 questionnaires has been sent, and retrieved 549 copies, the retrieve rate is 65.4%, while the rate of effective questionnaire is 65.3%. Using SPSS statistic software to analyzing the data, Based on the descriptive statistical analysis, oneway ANOVA, t-test, And reached the following result: 1.The gender ratio of Taipei Sport Centers’ consumers is about equal in amount. Most of them are living in Taipei Municipal and New Taipei Municipal area, their education level are above college level, the personal average monthly income of these consumers are below 20,000 NT dollars. Regarding their profession, most of them are students, with service business and commercial cane next, most of the consumers came to the Sport Centers 1-2 times every week. 2.There is a difference among the consumers of different “time section” regarding satisfaction, of which during the non-public-welfare time section the satisfaction degree is higher than the public welfare time section, indicates that consumers are willing to pay more in order to get better service quality. 3.There is an obvious difference on satisfaction according to the statistic variations regarding “gender” and “education level”; of which male are inclined to positive agreement than female, and higher the education level, the lower the expectation to satisfaction. 4.The research result found out that on “Quality” and “reputation”, regardless to different time section, gender and education level, both inclined obviously to positive agreement. 5.Among the motive, perceptive value , and satisfaction degree of the consumers of various Taipei Sport Centers，all have an obvious positive relationship, and perceptive value and satisfaction indicates highly related connections. Regarding to the suggestions to the managers of Taipei Sport Centers: 1. To consolidate the loyalty of the non-public welfare time section consumers. 2. To develop the consumer group of non-public welfare time section. 3. To augment the inducement of time, so as to enhance satisfaction. As for the suggestions to the subsequent researchers, it is suggested that on research variation factors, research subjects, and research methods should be broadened, thus to be more through and perfection.