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
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2008
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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.
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