俱樂部服務品質、顧客滿意度與忠誠度之相關研究--以金鵝度假村De Mon Spa會館為例

Abstract

本研究目的在於探討顧客使用De Mon會館之前、後的服務品質知覺期望，並進一步了解服務品質、顧客滿意度與忠誠度間之差異性與相關性。本研究採問卷調查法，以便利抽樣方式抽取100位De Mon會館之消費者為主要研究對象。並以「顧客服務品質問卷」、「顧客滿意度問卷」、「顧客忠誠度問卷」等三份問卷作為研究工具，所得數據資料將採用描述性統計、t檢定、單因子變異數分析、因素分析、多元迴歸分析等統計方法進行處理，其結果發現： 一、在本研究中，De Mon會館的會員以女性居多；年齡以40 歲以下居多；在使用頻率上以每月一次最多，而使用時間上以1~2小時內最多。整體服務品質構面方面，顧客對「完善性」比較同意。滿意度方面，顧客則對「滿意性」感到很同意。忠誠度方面，「忠誠性」為顧客最為同意之因素。顧客對服務品質之期望程度和實際認知程度部分，從服務品質題項做分析，前三項分別為，1.賞心悅目的建築外觀為顧客最重視、2.為提供清潔衛生的淋浴區、3.為提供的設備與服務內容相配合。二、不同人口背景變項在服務品質差異上，顧客在教育程度、每月收入、職業方面都有顯著差異。 三、不同人口背景變項滿意度方面，顧客在性別、教育程度、每月收入、職業方面都有顯著差異。 四、不同人口背景變項在忠誠度方面，顧客在性別、教育程度、職業、使用頻率方面也都達顯著水準。 五、以服務品質構面及忠誠度構面與顧客滿意度進行多元迴歸分析發現，各因素構面均達到顯著性，亦即服務品質與忠誠度可預測顧客滿意度。 基於研究結果本研究提出下列建議，對於會員及使用者之服務應朝向標準化和一致性的作業流程，才能讓顧客服務前的期望，與實際接受服務之間的差距縮小，服務過程中呈現高品質與高穩定性，顧客對俱樂部滿意度與忠誠度也將會提高。This study aims to discuss on service quality consciousness and expectation for customers before and afterusing De Mon SPA, and further to understand the relevance and variance among service quality, customer satisfaction and customer loyalty. This study adopts the questionnaire survey method, using convenient sampling method to pick up 100 De Mon SPA’s consumers as the research subjects. It utilizes “Customer Service Quality Questionnaire”, “Customer Satisfaction Questionnaire” and “Customer Loyalty Questionnaire”, three questionnaires as the research tools. The collected data and information then go through descriptive statistics, t test, single factor variance analysis, factor analysis, multiple regressive analysis and so forth statistical processing methods. The research findings are as follows: 1. In this study, the user population in De Mon SPA is dominated by females. They are mostly aged below 40 years old, the visiting frequency is mostly once a month, and the using time is mostly 1~2 hours each time. In regards to whole service quality structure, customers are quite agreeable toward “integrity” structure. In satisfaction aspect, customers feel that they are very agreeable toward “satisfactory”. In loyalty aspect, On “loyal” is the factor that customers mostly agreeable upon. In regards to customer expectation level and actual cognition level toward service quality when analyzing it from service quality topic sorting, the first three items are: firstly, appreciating appearance of the building is customers’ most respected item; secondly, capability to provide a clean and hygienic bathing area; and thirdly, the capability to provide a coordination of facilities and service contents. 2. In the aspect of service quality variance on population statistics variables, there is a significant variance on customers in education level, monthly income and occupation. 3. In satisfaction aspect, there is a significant variance on customers in sex, education level, monthly income and occupation. 4. In loyalty aspect, it has reached a significant level on customers in sex, education level, occupation and application frequency. 5. When performing multiple regressive analysis on service quality aspect, loyalty aspect and customer satisfaction, I have discovered that each aspect has reached the significance. This indicates that service quality and loyalty are able to forecast customer satisfaction.