台北市公辦民營室內溫水游泳池顧客運動參與行為與滿意度之研究

Abstract

本研究旨在探討台北市公辦民營室內溫水游泳池顧客運動參與行為與滿意度的影響因素。研究對象為台北市四間公辦民營室內溫水游泳池（新生、玉泉公園與中山、北投運動中心）的消費者，採問卷調查法以便利取樣方式進行研究。於民國93年11月到94年3月發出731份問卷，回收總樣本631份，回收有效問卷600份。利用信度分析、描述性統計、獨立樣本t檢定、卡方檢定、單因子變異數分析、雪費爾以及杜納T3事後考驗等統計方法進行分析後，主要研究結果如下：

一、受試者的人口統計特性，以「男性」、「21～40歲」、「學生」、「大學（專）」、「已婚」與「30,001～50,000元（含）」居多。 二、運動參與行為以「月票」、「週一至週五白天」、「下午5：00～營業結束」、「1～4次」、「1～2小時」與「單獨一人」居多。 三、受試者分項設施使用頻率，游泳池、SPA水療、蒸汽室、廁所、更衣室以及淋浴間等設施以「總是會使用」最高；烤箱與三溫暖設施以「不曾使用」最高。 四、受試者選擇游泳池之決策因素排名，前五項依序為「游泳池設施完善」、「交通便利」、「價格合理」、「環境清潔衛生」以及「人員服務佳」。 五、不同「性別」、「年齡」、「職業」、「教育程度」、「婚姻狀況」與「月收入」的受試者對運動參與行為與顧客滿意度各構面有顯著差異存在。 六、不同「票券種類」、「一星期使用時段」、「一天中使用時段」、「使用頻率」以及「使用形式」的受試者對顧客滿意度有顯著差異存在。

根據研究之結論提出以下建議： 一、游泳池經營業者應同時提供月票與回數票等多次票券供消費者做選擇，並嘗試利用悠遊卡或儲值卡等電子卡片計費的消費方式。 二、游泳場館經營業者除提供寬廣、清潔與舒適的游泳池設施外，更應積極運用行銷管理方法，考慮不同目標群體的人口統計特性及其運動參與特性，據此提供最符合民眾需求的服務與設施。

The purpose of this study was to discuss the factors that would affect customer exercise participating behaviors and satisfaction in OT administration model of Taipei municipal indoor warm swimming pools. The research range of this study was included four swimming pools, such as, Hsinsheng, Yuchan, Zhongshan and Peitou. The population of this study was the customers in swimming pools above. 731 questionnaires were distributed, 631 questionnaires were returned and 600 questionnaires were valid. Descriptive statistics, reliability analysis, descriptive statistics, independent sample t-test, chi-square, one-way ANOVA, Scheffe’s and Dunnett T3 were utilized to data-analyzing. The research results were:

1. Demographics: most of the respondents were males, between 21~40 years Old, students, graduated from university, married, and their income was mostly between 30,001～50,000 NTD per month. 2. Customers exercise participating behavior: most of the respondents were using monthly tickets, they went swimming during the day between Monday to Friday of a week and after 5:00 P.M. of a day, the frequency they go swimming is 1～4 times, the using time they make were 1~2 hours and they went swimming along. 3. The frequency of different installations, most of the respondents of swimming pool, SPA, steam chest, toilet, dressing room and bathroom were ”always”, most of the respondents of toaster and sauna were ”never”. 4. The rank of influence factors to choose a swimming pool, most of the respondents of No.1 was ” perfect swimming pool installations ”, No.2 was ”convenient communications”, No.3 was “reasonable price”, No.4 was “clean and sanitation”, No.5 was “good service”. 5. Among the effect of demographic variables on exercise participating behaviors and customer satisfaction, there were significant differences among sex, age, occupation, education, marriage and income per month. 6. Among the effect of exercise participating behavior on customer satisfaction, there were significant differences among tickets, the using span of a week, using span of a day, frequency and the type of participation.

According to the research results, suggestion was as follows: 1. The administrator of swimming pools should provide a monthly ticket and coupon at the same time for customers to choose, also try to use easy cards or other E-cards. 2. The administrator of swimming pools should consider the demographics and exercise participating behaviors of customers, in terms of providing the service and installations that meet the public’s needs.