A Study on the Inter-Relationship between Customer Satisfaction and Customer Loyalty at the Badminton Gym
曾至宏、呂崇銘
E-mail: 9805399@mail.dyu.edu.tw
ABSTRACT
Today, more and more people are willing to play badminton in badminton gym be-cause they think it is worth paying a small amount of money to do some exercise for the sake of health reasons, following the exercising concepts of the common people have been changed. To understand the ways consumers using the badminton gym, Metro-politan Badminton Gym in Taichung City, Taiwan, this study chose to investigate the satisfaction and loyalty that the consumers deemed the badminton gym. Therefore, this study tried to conduct the following inquiries: 1) Analyzing the satisfaction that the badminton the consumers held about the facility and services provided by the badmin-ton gym; 2) Discussing the loyalty that the badminton consumers possess; 3) exploring the relationship between the satisfaction of badminton consumers and their loyalty; and 4) Using research results as references for badminton owners to carry out its facility and service management strategies.
The data was analyzed by using descriptive analysis, t-test,one-way ANOVA, Pearson correlation, factor analysis, reliability analysis, and regression analysis . The effective questionnaires were 334.The results are as follows.
1. The results of the study had shown that different attributes of consumers have sig-nificant difference on satisfaction; and 2. The results of the study had shown that different participations of consumers have significant difference on loyalty; and
3. There are significant positive relationships between consumers’ satisfaction and their loyalty, representing that the satisfactory degrees of the consumers will affect its loy-alty toward the badminton gym; and
4. It is the variable of “entire facility satisfaction” that shows the best forecastability about loyalty, accounted for 26.7%. It means that the facility can be seen as the strongest factor that affects consumer’s loyalty.
Keywords : badminton gym、consumers of badminton gym、satisfaction、loyalty Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究問題與目的．．．．．．．．．．．． 2 第三節 研究範圍、對象與限制．．．．．．．．． 3 第四節 名詞操作型定義．．．．．．．．．．．． 4 第二章 文獻回顧．．．．．．．．．．．．．．．．． 6 第一節 羽球運動發展概況．．．．．．．．．．． 6 第二節 運動參與行為與相關研究．．．．．．．． 8 第三節 消費者滿意度的意義及相關研究．．．．． 11 第四節 消費者忠誠度的意義及相關研究．．．．． 23 第五節 滿意度與忠誠度之相關研究．．．．．．． 29 第三章 研究方法．．．．．．．．．．．．．．．．． 33 第一節 研究架構．．．．．．．．．．．．．．． 33 第二節 研究假設．．．．．．．．．．．．．．． 35 第三節 研究流程．．．．．．．．．．．．．．． 35 第四節 問卷調查．．．．．．．．．．．．．．． 38 第四章 結果與討論．．．．．．．．．．．．．．．． 44
第一節 受訪者背景變項與參與行為特性分析．．． 44 第二節 消費者滿意度與忠誠度之現況．．．．．． 49 第三節 消費者滿意度與忠誠度之差異分析．．．． 51 第四節 消費者滿意度與忠誠度之迴歸分析．．．． 62 第五節 研究假設之檢定．．．．．．．．．．．． 66 第五章 結論與建議．．．．．．．．．．．．．．．． 69 第一節 結論．．．．．．．．．．．．．．．．． 69 第二節 建議．．．．．．．．．．．．．．．．． 70 第三節 後續研究建議．．．．．．．．．．．．． 72 參考文獻 ．．．．．．．．．．．．．．．．．．．． 73 附錄A 預試問卷．．．．．．．．．．．．．．．．． 89 附錄B 正式問卷．．．．．．．．．．．．．．．．． 94 REFERENCES
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