健康體適能俱樂部服務品質與購後行為之研究-以卡莎米亞健康世界為例 Study on the Relationship between Service Quality and the Post-purchase Behavior of Customers - The Case Study of Casamia Fitness Center

Abstract
本研究目的是針對卡莎米亞健康世界來探討其不同人口統計變項、會員參與行為、服務品質、服務整體評價與購後行為之現況;並進一步對俱樂部不同人口統計變項、會員參與行為與服務品質關係做分析;最後是比較服務品質對服務整體評價、服務品質對購後行為與服務整體評價對購後行為是否有相關。本研究採問卷調查法,一共取得385份有效問卷;用信度分析、因素分析萃取服務品質因素構面,並利用t檢定、單因子變異數分析、Pearson相關分析、迴歸分析等統計方法,進行資料分析後,得到下列結論: 一、服務品質構面依序為:安全便利、設施規劃、服務形象、清潔舒適、關懷信任。 二、人口統計變數與參與行為不同之會員對服務品質構面有顯著差異。 三、各構面服務品質評價與服務整體評價有顯著相關。 四、各構面服務品質評價與會員購後行為意向有顯著相關。 五、會員的服務整體評價與購後行為意向間有顯著相關。 依本研究分析發現,服務品質的各構面的確會影響購後行為,今後若要提升服務品質必須加強各構面服務,才能使俱樂部永續經營。
It has been postulated that there is a relationship between service quality and the post-purchase behavior of customers. The Casamia Fitness Center was chosen as a case study and data on selected demographic parameters, members’ consumer behavior, service quality and the overall quality of experience were collected; these were further analysed for any possible relationships. Specifically, the correlation between three pairs of variables was studied service quality and the overall quality of experience, service quality and post-purchase behavior, and finally the overall quality of experience and post-purchase behavior. 385 questionnaires were obtained. Reliability analysis and factor analysis were used to derive a measure of service quality. Statistical analysis was performed using the t-test, single factor variable analysis, Pearson's chi-square test, and regression analysis. The results show that product design should focus on the following in order of importance: safety and affordability, design, product image, cleanliness and comfort, and concern and trust. A significant difference between membership demographic parameters and consumer behaviors to satisfaction dimensions in service quality. The quality of individual products or services had a statistically significant effect on the overall quality of experience as well as post-purchase behavior. The overall quality of experience also had a statistically significant effect on post-consumer behavior. According to this research, different aspects of service quality have an effect on post-purchase behavior. In order to ensure the sustainability of fitness clubs, individual aspects of service quality need to be focused on and improved on.
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Keywords
健康體適能俱樂部, 服務品質, 購後行為, health and fitness club, service quality, post purchase behavior
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