中華電信健康會館消費者消費體驗、滿意度與忠誠度之研究

Abstract

本研究之目的旨在了解使用中華電信健康會館的消費者現況，並進一步探討消費體驗、滿意度與忠誠度之間的關係。本研究以使用中華電信健康會館設施的消費者為研究對象，以「中華電信健康會館消費者消費體驗、滿意度與忠誠度問卷」為研究工具，並以便利抽樣方法進行調查，共發出270份問卷，有效問卷251份。經統計分析結果獲致下列幾項結果：不同消費者最常使用的時段在消費體驗與顧客滿意度等變項有顯著差異，晨泳消費者的知覺感受在情感體驗、服務體驗與設備體驗方面顯著高於其他時段的消費者；不同消費者來館次數在消費體驗、滿意度與忠誠度等變項有顯著差異，每星期到會館5-7次的消費者在消費體驗、滿意度與忠誠度等三個變項的知覺感受顯著高於其他次數的消費者；消費體驗對滿意度與忠誠度有正向影響；消費體驗對滿意度有正向影響；滿意度對忠誠度有正向影響。從研究結果發現，消費環境的塑造，往往會使消費者具有良好的消費體驗，而消費互動中的知覺與感受會影響到事後顧客的滿意度並間接影響到消費者的忠誠度。同時，本研究結果也提供相關單位在經營管理策略研擬上的參考依據。The purpose of this study was to examine the effects of the consumers’ experience, satisfaction and loyalty among different demographics of the Chung Hwa Telecom Health Club (CHTHC). Also, this study explored the relationships of consumers’ experience, satisfaction, and loyalty for the CHTHC. The self-administered questionnaire and specific directions were given to the consumers regarding recruitment to secure respondents who better represent the population. A total of 251 consumers were recruited from the CHTHC. Based on the descriptive statistical analysis, t-test, oneway ANOVA, oneway MANOVA, and correlation analysis, the main results of study were (a) there was a significant effect among the mostly-used period levels on the experience and satisfaction; (b) there was a significant effect among the entering frequency levels on the experience, satisfaction, and loyalty; (c) there was a significant positively relationship between the consumers’ satisfaction and loyalty; (d) there was a significant positively relationship between the consumers’ experience and satisfaction; (e) there was a significant positively relationship between the consumers’ satisfaction and loyalty. In summary, the consumers of the CHTHC will have fabulous consuming experience under excellent consuming circumstances. Finally, based on foregoing affecting factors of consumer behavior, some recommendations for practice and further researches were suggested.