臺北地區網球俱樂部服務品質與顧客滿意度之研究

Abstract

本研究目的在探討臺北地區網球俱樂部服務品質與顧客滿意度之現況，並比較不同背景變項之會員對於服務品質與顧客滿意度的差異情形，最後進一步分析網球俱樂部之服務品質與顧客滿意度的相關情形。本研究調查時間為2018年2月至4月之間，以臺北地區網球俱樂部會員為研究對象，透過問卷調查的方式，總計有效問卷為416份。回收後透過描述性統計、t檢定、單因子變異數分析以及典型相關等方式進行後續統計分析。研究結論敘述如下： 一、臺北地區網球俱樂部會員以男性居多、平均歲數為51歲以上中老年人、學歷以大專院校為主，職業各行各業，以工商業為最多、薪資多在六萬元以上、每月平均使用頻率6-10次、待滿10年上的會員佔最多數。 二、會員對服務品質與顧客滿意度之整體感受皆有正向的評價，但唯有俱樂部的外觀、設施及行銷策略等，仍有改善的空間。 三、教育程度及使用頻率較高的會員對於網球俱樂部服務品質有更高的認同，至於顧客滿意度而言，高使用頻率會員的滿意程度顯著高於低使用頻率。 四、會員對服務品質與顧客滿意度之間的相關情形呈現正相關，顯示有形性、可靠性、反應性、保證性與關懷性等服務品質五個構面對於硬體設施、軟體設施與行銷策略等顧客滿意度三個構面皆具有正向的影響。 因此，本研究建議經營者除了提供服務人員相關教育訓練以滿足會員需求之外，可針對硬體設施進行更新與維護，進而提升整體的服務品質與滿意程度。

This study aims to the status of service quality and customer satisfaction of tennis clubs in Taipei, it comparts the differences of service quality and customer satisfaction among members from different background variables, and further analyze the correlation between service quality of tennis clubs and customer satisfaction. The survey was conducted from February, 2018 until April, 2018. The subjects of this study were members of tennis clubs in Taipei, who were surveyed by questionnaire, and 416 copies were effectively collected. Descriptive statistics, t-test, one-way ANOVA and canonical correlation analysis were performed for data analysis. The results were concluded: 1. The main group of the members were male whose average age is over 51, having bachelor's degree. Most of the subjects work in industry and commerce, their average salary is over 60,000 NTD per month. The frequency of using the tennis clubs is 6-10 times a month, most of them have been a member of tennis club over ten months. 2. Members have positive assessments of service quality and customer satisfaction, but there is still room for improvement in terms of the club's appearance, facilities and marketing strategies. 3. Members' attitude towards the service quality of the tennis clubs vary from education level and usage frequency. As for customer satisfaction, it differs because of the usage frequency. 4. There is a positive correlation between service quality and customer satisfaction. It indicates the five facets of service quality have positive influence on all three facets of customer satisfaction. Therefore, this study suggests that in addition to providing employee training to satisfy members, the operator should update or maintain the hardware facilities in the club to enhance the overall service quality and customer satisfaction.