健身俱樂部運動消費者服務品質與忠誠度之研究

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壹

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、前言

前言

一、研究背景與動機隨著國人有越來越多的時間與金錢及參與休閒活動，休閒產業乃因應社會的需要而發展，休閒服務業並被預測成為二十一世紀的重要行業，休閒生活亦將成為人類生活的主要部份（蔡長啟，1993）。隨著經濟快速成長、生活水準提高、國民所得日漸提昇、科技發展，汽車代替了步行、機械自動化代替了手工操作，家電用品擺脫了繁重的家務勞動，使得現在文明人有錢有閒，但在享受這些文明結果的同時，卻又產生了一些因缺乏運動和飲食的偏差而導致的文明病，有關這些醫學的報導在報章雜誌上從未間斷過，而長久以來「活得更健康」一直是人類最關心的問題（陳倩妮，1999）。當運動休閒服務產業市場競爭日趨激烈時，使企業脫穎而出的關鍵因素，係取決於運動休閒場館經營業者所提供的設施或服務，能獲得消費者的認同與讚賞，才是企業成功的關係因素，也是下一個競爭優勢的來源（康正男、胡林煥、周宇輝，2009）。服務品質乃服務業經營管理的重要課題，其主要扮演著企業是否能永續經營的重要關鍵因素（陳進丁，2004）。黃金柱（2005）主觀的服務品質，消費者自身對服務整體的優劣程度的評價；客觀的服務品質：服務品質的好壞，可以依據消費者對於服務的期望和消費者所知覺得服務績效間得知。Morrall and Katherine (1994) 指出，服務品質是與同業進行差異化最重要的特點；說明提升服務品質是企業要在市場中競爭重要的利器。

因此，服務品質是形成是顧客滿意的主要原因 (Bitner, Booms & Tetreault, 1990)，而Anderson and Sullivan (1993) 也認為，服務品質是顧客滿意的前因變數。Brady and Robertson (2001) 提出服務品質的評估會影響顧客滿意度。Boulding, Kalra, Staelin and Zeithaml (1993) 指出，服務品質認知會影響整體滿意度，而滿意度會進一步影響行為意向。因此，本研究選擇服務品質作為研究變項，以瞭解台中市水舞生活會館健身俱樂部消費者知覺健身俱樂部之服務品質，此為本研究之研究動機之一。

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於 1994 年對 SERVQUAL 量表再做了修飾。不過這個服務品質的失驗 (Disconfirmation)模式，也引來一些質疑 (如Cronin Jr. & Taylor, 1992; 1994; Teas, 1993)，Cronin Jr. and Taylor (1992) 即指出利用這個模式來衡量服務品質會和滿意度及態度混淆，因此建議應該直接以顧客實際感受的服務品質成效作為服務品質的衡量，並發展出SERVPERF量表，後來Cronin Jr. and Taylor (1992) 的研究並驗證出SERVPERF優於SERVQUAL(Cronin Jr. & Taylor, 1994)。Cronin and Taylor (1992) 則另提出以績效評估作為服務品質的衡量基準，據以發展SERVPERF量表，並驗證SERVPERF量表的信度、效度均優於SERVQUAL量表，此二種量表在實證研究上均各有其立論與實務應用價值。本研究以SERVPERF量表作為測量服務品質之量表，探討健身俱樂部消費者知覺服務品質的程度。

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模式未標準化係數標準化係數 t 顯著性 B 之估計值標準誤 Beta 分配

1 (常數) 0.696 0.159 4.382 .000 服務品質 0.844 0.042 0.678 20.010 .000 a 依變數：忠誠度

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活型態關係之研究－以台北市地區為例

。未出版碩士論文，國立東華大學企業管理研究所，花蓮市。

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A Study of Service Quality and Loyalty of Fitness Center

Chen,Wen-Chung、Kuo,Nai-Chun

Tajen University

Abstract

The purpose of the study was to reveal the demographics, service quality and loyalty of participants in fitness center. The study also examined the relation between service quality and loyalty in fitness center. The subjects of the study were the participants of Shuei Wu Business Organization in Taichung City. The data collected during 1st - 31st May, 2010. A self-developed questionnaire “Questionnaire of the fitness center’s participants’ service quality and loyalty” was used as the research instrument. 550 questionnaires were provided and 473 were valid. The results were derived as following:1. The main group of participants were female, age of 21-30, college or university, unmarried, income of 20,001-40,000, sport spend for under 2,000, frequency exercise for 2-3 times of per week and exercise partners with colleagues in the majority. 2. There has a positive effect relationship between the service quality and loyalty of fitness center’s participants. According to the results, the researcher suggests the related recommend to manager.

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