健身俱樂部會員體驗行銷、關係品質及顧客保留之研究

Abstract

教育部體育署於民國101年推展『樂在運動，活得健康』，使得健身俱樂部得以蓬勃發展。歷經佳姿、亞歷山大俱樂部倒閉之後，如何維繫顧客、永續經營成為重要課題，以往傳統行銷注重產品的利益及性能，體驗行銷將重點放在顧客的親身體驗，許多公司已意識到體驗行銷的重要性；另一影響因子為關係品質，其代表公司與顧客之間的關係好壞，包含信任、承諾及滿意度三個層面，因此本研究針對臺北市知名健身俱樂部會員進行問卷發放，瞭解體驗行銷、關係品質及顧客保留的影響，並以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關及結構方程模式等統計方法進行資料處理，研究結果如下：一、到店消費顧客以男性、未婚為主，教育程度以大學/專科為主、職業以服務業、平均月收入以30001-45000居多，到店消費原因則是離家近最多。二、性別對於體驗行銷、關係品質、顧客保留為重要差異因子。三、體驗行銷及關係品質與顧客保留有顯著正相關。四、健身俱樂部顧客保留模式符合各類適配度檢驗，體驗行銷正向影響關係品質、關係品質同樣正向影響會員之顧客保留。基於上述結果，建議臺北市相關業者應加強維護顧客及公司之間的關係品質，如此才能使顧客常駐。Sports Administration promoted「Having Fun In Sports, Living Healthy Life」as a slogan in 2012. The sports industry were able to flourish. After two famous club Jia-Tzu and Alexander closed down, how to pursue sustainable development became a very important issue for operators. In a variety of industries, companies had moved away from traditional "features-and-benefits" marketing toward creating experiences for their customers. Another factor was relationship quality, it represented the quality of their relationship between customer and company. Therefore, the purpose of this study is to investigate the impact between Taipei fitness clubs’ experiential marketing, relationship quality and customer retention. This study used questionnaire for testing customers. As statistical methods, we used descriptive statistics, t-test, one-way ANOVA, Pearson’s correlation and Structural Equation Model to analyze the data. The results were as followed: First, customers mainly composed by men, unmarried, university, service industry. The average monthly income was $30001-$45000. The reason customer came to this fitness club mainly because the branches were closed to their home. Second, gender as an important demographic variables in difference analysis. Third, experiential marketing, relationship quality and customer retention had significant positive correlation between each other. Fourth, fitness clubs’ customer retention model met all the fit test, we found out experiential marketing had significant explanatory power on relationship quality and relationship quality also had significant explanatory power on customer retention. Based on these results, it is recommended that Taipei’s relevant industry should maintain the quality of the relationship between the customer and the company, so as to make customers retention permanently.