消費者行為意圖前因變項之研究－以救國團營運之臺北市運動中心為例

Investigation of the Antecedents of Consumer Behavioral Intentions: Case Study of Sports Centers Operated by China Youth Clubs

10.6547/tassm.2017.0004

黃美珠(Mei-Ju Huang)；陳美燕(Mei-Yen Chen)

臺北市運動中心 ； 服務品質 ； 顧客滿意度 ； 運動中心形象 ； 行為意圖 ； Taipei sports centers ； service quality ； customer satisfaction ； sports center image ； behavioral intention

臺灣體育運動管理學報

17卷1期（2017 / 06 / 01）

71 - 104

繁體中文

目的：本研究主要探討運動中心消費者行為意圖前因變項，驗證消費者服務品質知覺、顧客滿意度及行為意圖變項間的關聯，檢視顧客滿意度在服務品質與顧客滿意度間的中介效果，及運動中心形象在顧客滿意度及行為意圖間的調節效果，以延展影響運動服務業消費者行為意圖前因變項的研究發現。方法：採橫斷面兩階段研究取向（研究一及研究二），研究一驗證量表因素結構及信效度檢驗，研究工具為自陳式問卷，以245位救國團營運的運動中心消費者為研究對象，結果：研究一驗證性分析結果顯示服務品質構面包括核心服務品質、人員服務品質及周邊服務品質，修正後服務品質、顧客滿意度、運動中心形象及消費者行為意圖量表測量模式，具有良好的信度與建構效度。研究二進行研究模式與假設驗證，以救國團營運的260位運動中心消費者為研究對象。研究二消費者知覺服務品質對於顧客滿意度及行為意圖有顯著正向關聯存在，顧客滿意度對於行為意圖不僅有正向關聯，且部分中介服務品質及行為意圖間的關係。另外運動中心形象調節顧客滿意度與行為意圖關係的假設獲得支持。結論：運動中心服務品質構面包括所提供的核心服務，人員互動關係品質及周邊服務影響服務品質優劣，本研究所驗證的部分中介模式發現，運動中心服務品質與顧客滿意為消費者願意推薦給其他人前來消費的重要驅動因子，運動中心形象在服務品質及顧客滿意度的調節效果驗證，呼應學者所提出服務品質與形象構念，在消費者服務體驗過程中互為影響的觀點，建議運動中心經營者，重視運動中心服務品質與形象管理，以建立差異化服務特色與市場定位。

Purpose: This empirical study investigated the antecedents of intentions expressed through positive word of mouth, focusing on the interrelationships between service quality, customer satisfaction, and behavioral intention at sports centers in Taipei that are managed by China Youth Clubs. Specifically, this study examined customer satisfaction as a mediator between service quality and behavioral intention while considering the moderating effect of sports center image on the relationship between service quality and customer satisfaction. Methods: A cross-sectional research design with a self-administered questionnaire was adopted for data collection for two studies (Ns = 245 and 260). Study 1 was to assess the factorial structures, reliabilities and validities of measures. Study 2 was to investigate the research model and hypotheses. The instruments of this study were service quality, customer satisfaction, sports center image, behavioral intention, and demographics. Results: The results indicate that the sports center service quality dimensions were core service quality, personnel service quality, and peripheral service quality. Service quality was associated with customer satisfaction and behavioral intention. Customer satisfaction was associated with behavioral intention and partially mediated the relationship between service quality and behavioral intention. Furthermore, sports center image moderated the relationship between service quality and customer satisfaction. Conclusion: This study concluded that service quality is the key driver of customer satisfaction and behavioral intention. Enhancement of service quality and image management are crucial to sports centers for enhancing customer satisfaction and influencing customers' subsequent intentions and behaviors.

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