臺北市大安運動中心運動課程服務品質、學員滿意度與忠誠度之研究

Abstract

臺北市大安運動中心於2010年4月正式營運，是臺北市第11座運動中心，其中開辦的運動課程每期平均約3,000人參與，創造的營運績效佔該中心32.86%。2011年獲得行政院公共工程委員會「第九屆民間參與公共建設金擘獎」的佳等獎，其中的服務品質與顧客滿意度已獲得評鑑的肯定。本研究目的在探討臺北市大安運動中心參加運動課程學員的特性與現況，並分析不同背景變項的學員參加運動課程的服務品質、滿意度與忠誠度的相關情形，並進而瞭解服務品質、學員滿意度對忠誠度的預測情形。本研究使用問卷調查法，以大安運動中心參加運動課程的學員為研究對象，研究工具為服務品質量表、滿意度量表、忠誠度量表與學員特性問卷，共回收503份有效問卷，並以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關與多元迴歸分析進行資料處理與分析，研究結果如下： 一、參加大安運動中心運動課程學員以女性、21-40歲、大專以上、工商服務業的學員居多；收入大多在25,001-35,000元之間，來自大安區以及續報課程的學員居多。 二、大安運動中心運動課程服務品質、學員滿意度與忠誠度的平均數值大多在普通與同意之間，顯示尚有努力空間。 三、不同學員背景的年齡層、教育程度、職業及月收入在服務品質上有顯著差異；不同學員背景的性別、年齡層、婚姻狀況、居住地及參加期數在滿意度上有顯著差異；不同學員背景的性別及參加期數在忠誠度上有顯著差異。 四、運動課程服務品質、學員滿意度與忠程度之間有顯著的正相關。 五、滿意度的專業知識、價格與促銷以及課程規劃與資訊對忠誠度具有顯著的預測力。 因此本研究建議在未來經營管理上首先加強教師的專業訓練，以創造課程的專業性與獨特性，在設施設備上汰舊換新，維持設備的實用性及創新性，加強員工的教育訓練，以提升全體員工專業素養及服務品質，最後致力女性學員經營，以開發男性學員市場，鼓勵更多的民眾加入運動行列，增加大安運動中心的營運績效。Taipei DaAn Sports Center, which is the 11th sports center in Taipei, opened in April, 2010. There are around 3000 people sign up its’ sports lectures every period, making 32.86% of total revenue. In fact, Taipei DaAn Sports Center was awarded bronze medal in The 9th Golden Thumb Awards for PPIP, which means good service quality and satisfaction were confirmed. The purpose of this study was investigate different variables and states of members who sign up sports lectures. Base on these results, researcher predicted results that how service quality and satisfaction affect loyalty. For achieving these goals, questionnaire inquisition and scale of service quality, satisfaction, loyalty were applied, aiming at members of Taipei DaAn Sports Center. Besides that, those data were examined by Descriptive Statistics, t-tests, One Way ANOVA, Pearson Product-moment Correlation, and multiple regression analysis. The results were presented below: 1. Most of member is female, years of 21-40, bachelor, service industry, and they live in district of DaAn largely; their income is among NT$ 25,001~35,000 each month. Furthermore, they usually extend lectures actively. 2. The service quality, satisfaction, and loyalty toward Taipei DaAn Sports Center is ordinary. 3. Members of different background, age, education, job and salary each month make significant difference in service quality; different background, sex, age, residential area, long-term or short-term member makes significant difference in satisfaction; different sex, long-term or short-term member makes significant difference in loyalty. 4. service quality, satisfaction reflect positive correlation with loyalty. 5. Satisfaction of profession, price, promotion, lectures planning, and information acquisition mirror loyalty. Therefore, suggestions are provided below; 1. Organizer should enforce profession of coaches and staffs, making unusual lectures. 2. Facilities should be maintained regularly, ensuring its’ practicality and innovation. 3. To increase revenue, organizer should focus on recruit female and male both, encouraging citizens exercise frequently in Taipei DaAn Sports Center.