Customer Relationship Management in the Coronavirus Disease 2019 Post-Pandemic Period: Taking Taipei Tennis Center as an Example

嚴重特殊傳染性肺炎後疫情時期顧客關係管理：以臺北市網球中心為例

10.5297/ser.202212_24(4).0003

Wei-Chih Lai(賴威志)；Yung-Sen Lin(林永森)；Hsin-Hung Ho(何信弘)；Shao-Hsi Chang(張少熙)

environmental atmosphere ； relationship quality ； experiential value ； repurchase intention ； moderating effect ； 環境氣氛 ； 關係品質 ； 體驗價值 ； 再購意願 ； 中介效果

大專體育學刊

24卷4期（2022 / 12 / 31）

462 - 480

英文;繁體中文

This study aims to explore the key factors of customer relationship management at Taipei Tennis Center in the coronavirus disease 2019 (COVID-19) post-pandemic period. Past research was collected to investigate the relationship between environmental climate, relationship quality, experiential value, and customer repurchase intention. The research object is the sports consumers of the Taipei Tennis Center. A total of 673 questionnaires were distributed, 623 valid questionnaires were obtained, and the recovery rate was 92%. The structural equation model was used for statistical analysis. The results of this study indicate that: (1) There was a significant correlation between the environmental atmosphere, relationship quality, experiential value, and repurchase intention. (2) Environmental atmosphere has a positive impact on relationship quality. (3) The relationship quality has mediator effect between environmental atmosphere and repurchase intention. (4) The moderating effect of experiential value on environmental atmosphere, relationship quality, and repurchase intention was not significant. In conclusion, this study is helpful to understand how sports venues can effectively maintain good quality relationships with consumers in the post pandemic period, and can be used as a customer relationship management resource for related industries where the future of the COVID-19 pandemic is not yet clear and the lockdown has not been completely lifted.

本研究旨在探討嚴重特殊傳染性肺炎（coronavirus disease 2019, COVID-19）後疫情時期，臺北市網球中心顧客關係管理的關鍵因素。蒐集過去的研究，調查環境氣氛、關係品質、體驗價值和顧客再購意願之間的關係，以臺北市網球中心運動消費者為研究對象，總計發放673份，有效問卷為623份，回收率達92%，採用結構方程模式進行統計分析。研究結果顯示：（一）環境氣氛、關係品質、體驗價值與再購意願間，呈顯著正相關。（二）環境氣氛對關係品質具有顯著正向影響。（三）關係品質於環境氣氛與再購意願間，具有顯著之部分中介效果。（四）體驗價值於環境氣氛、關係品質與再購意願間之調節作用並不顯著。本研究結論認為後疫情時期，對運動場館如何有效與消費者保持良好的關係品質有所助益，而對未來COVID-19疫情尚未明朗且未完全解除封鎖的相關產業，亦可作為顧客關係管理之依據。

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