以體驗行銷觀點探討A健康休閒俱樂部顧客滿意度與忠誠度之研究以OO分館為例
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Date
2006
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摘要
本研究之目的在瞭解A公司OO分館會員組成情況，並以體驗行銷：策略體驗模組探討消費者滿意度與其忠誠度的差異情形。其次，進一步提供業者擬定有效、合適的行銷策略，建立良好顧客忠誠，達到企業與顧客雙贏之目標。本研究以A公司OO分館入會三個月以上之會員為對象，並以研究者自編「策略體驗模組與滿意度與忠誠度之研究問卷」為研究工具進行研究，共發放400份問卷，回收有效問卷353份，結果發現：
一、該俱樂部會員以女性會員居多（52.1%），婚姻多為未婚（62%），年齡集中在21~40歲（74%），教育程度為大專以上（87.5%）居多，職業屬於商（39.9%），第二次之為軍公教（24.6%），而會員類別以入會三個月以上之年會會員為多數（99%），並且每週有前往俱樂部2~3次（88.1%），使用時段分別集中在晚上6~12點（72%），前往的時間集中在星期六與星期二（40.2%）。
二、不同背景變項會員在整體滿意度之差異並無顯著差異。
三、不同背景變項之的會員在性別、教育程度、使用頻率在策略體驗模組因子上有顯著差異。
四、策略體驗模組因子與整體滿意度各因素構面皆達顯著正相關。
五、策略體驗模組因子與整體滿意度對忠誠度之預測，其中以『體驗』及『整體滿意度』最具解釋力。
Abstract The main purpose of this study included the understanding current status of customer constitutive structure in OO branch of a fitness health and the determination of the difference of customer satisfaction and customer loyalty from the aspects of experiential marketing. Furthermore, research results are intended to be a reference for fitness health clubs to create an excellent and appropriate marketing strategy on how to establish the good relationship to the customer and to accomplish the goal of a win-win situation. The subjects of this study were those members who had joined the OO branch club of a fitness health club. The instrument “the questionnaire of customer satisfaction and customer loyalty and strategic experiential modules” was employed. 400 surveys were provided and 353 were valid. The results show that: 1. The customer constitutive structure in this club was the majority of female members (52.1%), the major concentration of 21-year-old to 40-year-old (74%). The majority of members earned a college degree (87.5%), the majority of members’ occupation was businessman (39.9%) and the secondary of theirs was military, government personnel, and teachers (24.6%). The majority of member categories had been all joined for 3 months (99%). The member participation was “2 to 3 times" per week (88.1%) and most members attended the club from 6 p.m to 12 p.m (72%) on Saturdays and Tuesdays (40.2%). 2. Significant differences were not found in members “integral satisfaction” at their demographic variables. 3. Significant differences were found in members “gender, level of education, member participation ant the factors of strategic experiential modules” at their demographic variables. 4. The correlation between the factors of strategic experiential modules and integral satisfaction was positive. 5. Both “experience” and “integral satisfaction” were good predictors of the stepwise multiple regression.
Abstract The main purpose of this study included the understanding current status of customer constitutive structure in OO branch of a fitness health and the determination of the difference of customer satisfaction and customer loyalty from the aspects of experiential marketing. Furthermore, research results are intended to be a reference for fitness health clubs to create an excellent and appropriate marketing strategy on how to establish the good relationship to the customer and to accomplish the goal of a win-win situation. The subjects of this study were those members who had joined the OO branch club of a fitness health club. The instrument “the questionnaire of customer satisfaction and customer loyalty and strategic experiential modules” was employed. 400 surveys were provided and 353 were valid. The results show that: 1. The customer constitutive structure in this club was the majority of female members (52.1%), the major concentration of 21-year-old to 40-year-old (74%). The majority of members earned a college degree (87.5%), the majority of members’ occupation was businessman (39.9%) and the secondary of theirs was military, government personnel, and teachers (24.6%). The majority of member categories had been all joined for 3 months (99%). The member participation was “2 to 3 times" per week (88.1%) and most members attended the club from 6 p.m to 12 p.m (72%) on Saturdays and Tuesdays (40.2%). 2. Significant differences were not found in members “integral satisfaction” at their demographic variables. 3. Significant differences were found in members “gender, level of education, member participation ant the factors of strategic experiential modules” at their demographic variables. 4. The correlation between the factors of strategic experiential modules and integral satisfaction was positive. 5. Both “experience” and “integral satisfaction” were good predictors of the stepwise multiple regression.
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Keywords
體驗行銷, 顧客忠誠度, 顧客滿意度, 策略體驗模組, Experiential marketing, strategic experiential modules, customer satisfaction, customer loyalty