Effect of the Hierarchical Service Quality Model on Customer Satisfaction, Happiness, and Loyalty in the Fitness Industry: A Transformative Sport Service Research Perspective

健身產業多階層服務品質模式對於顧客滿意、幸福感及顧客忠誠的影響：轉型運動服務研究觀點

10.6547/tassm.202306_23(1).0006

Mei-Ju Huang(黃美珠)；Cheng-Kung Chung(鍾承坤)

PLS-SEM ； interactive quality ； physical environment quality ； outcome quality ； bottom-up theory ； 偏最小平方法結構方程模式 ； 互動品質 ； 實體環境品質 ； 效益品質 ； 由下而上理論

臺灣體育運動管理學報

23卷1期（2023 / 06 / 01）

97 - 131

英文;繁體中文

Purpose: To increase the intangible assets of customers and enable them to gain a competitive advantage, fitness service providers must prioritize customer loyalty and happiness. With reference to transformational sport service research, the current study investigated the hierarchical effects of perceived quality on customer satisfaction, loyalty, and happiness in the context of a privately owned fitness chain with eight locations in Taiwan. Methods: A cross-sectional design and self-administered questionnaires were used to collect data through purposive sampling. To test the hypothesized relationships, a two-stage approach involving a partial least squares method for structural equation modeling was used. Results: Three first-order quality dimensions, namely interactive quality, physical environment quality, and outcome quality, determined the higher-order construct of perceived service quality, with interactive quality having the greatest effect. Through customer satisfaction, overall service quality had a substantial indirect effect on customer happiness and loyalty. However, no strong correlation was noted between customer happiness and loyalty. Conclusion: This study contributes to theory and practice regarding how fitness clubs can improve the creation and delivery of sport services to increase the levels of satisfaction and loyalty of their customers and improve their well-being. The findings shed light on how fitness clubs can increase their long-term sustainability and enhance the well-being of their stakeholders. Originality/value: A two-stage approach involving partial least squares structural equation modeling was used to evaluate hypothesized relationships. Hierarchical service quality reflected how customers evaluate service quality at various levels and can thus be used by sport service providers to identify problems in their service systems. This study bridges the research gap and uses transformative sport service research to shed light on the initiation of positive changes in the well-being of individuals and sport service providers through continued sport service consumption.

目的：本研究主要從多階層服務品質模式的觀點，運用轉型運動服務研究之架構，瞭解如何在服務接觸點提升服務品質，提升顧客滿意與忠誠、增加消費者的福祉與幸福感，將有助於國內運動健身業者建立無形資產與競爭優勢的利基。方法：本研究以國內一家健身業者所連鎖經營的8個健身中心消費者的432位消費者為研究對象，以立意取樣及橫斷面研究，兩階段研究方法探討變項間關係，並以PLS-SEM進行研究模式與假設驗證。結果：本研究結果顯示實體環境品質、互動品質及效益品質對於消費者整體服務品質知覺有正向顯著影響，其中消費者知覺互動品質對於整體服務品質知覺有最顯著的影響；顧客滿意中介消費者整體服務品質知覺與顧客幸福感間的關係，顧客滿意中介消費者整體服務品質知覺與顧客忠誠間的關係；顧客幸福感對於顧客忠誠沒有顯著影響。結論：本研究發現將有助於健身產業服務行銷理論的建構，讓健身業者瞭解可提供運動健身業者瞭解服務品質的規劃如何滿足顧客需求、提高顧客忠誠度及提升消費者幸福感。研究發現有助於健身俱樂部建構如何提升消費者、經營者與社會整體福祉和永續發展能力。創新性：1.本研究運用PLS-SEM與兩階段研究方法探討變項關係。2.以多階層服務品質模式瞭解消費者在多階層服務接觸點服務品質認知及待改善之處。3.以運動服務轉型服務研究觀點瞭解如何透過服務規劃與改善，提升利害關係人整體福祉。

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