運動健身俱樂部消費者對服務品質的滿意度與抱怨行為的關係之研究

The Study on the Relationship between Satisfaction and Complaint Behaviors towards Service Quality of Gym Club Consumers

10.6569/NTUJPE.201012_(19).0001

黃英哲(Ying-Che Huang)；陳志一(Chih-Yi Chen)；王澤惠(Che-Hui Wang)；林謙如(Chien-Ju Lin)；盧居福(Chu-Fu Lu)

服務品質 ； 期望程度 ； 知覺滿意度 ； 抱怨行為 ； customer service quality ； expectancy ； perception satisfaction ； complaint behavior

臺大體育學報

19輯（2010 / 12 / 01）

1 - 16

繁體中文

本研究旨在瞭解臺北市參與健身俱樂部之消費者對服務品質的滿意度、抱怨行為傾向的差異及二者的相關情形。本研究以分層隨機取樣抽取臺北市「活力工場」三間健身會館會員共625人為研究對象。所蒐集的資料經項目分析、因素分析、相關分析、單因子變異數分析及廻歸分析後，獲得下列結果：一、消費者在各個服務品質因素的滿意度差異情形：不同會館之消費者在會員利益、企業形象、服務態度及環境設備四個因素上，其滿意度皆達顯著差異。不同性別之消費者在企業形象及服務態度二個因素上，其滿意度達顯著差異。不同年齡組之消費者在會員利益及服務態度二個因素上，其滿意度達顯著差異。不同教育程度之消費者在企業形象及服務態度二個因素上，其滿意度達顯著差異。不同平均月收入之消費者在會員利益、企業形象及環境設備三個因素上，其滿意度達顯著差異。二、消費者在抱怨行為傾向的差異情形：不同會館之消費者在積極申訴在消極忍受二個因素上，其抱怨行為達顯著差異。但不同性別、年齡、教育程度及平均月收入組別之消費者則在積極申訴及消極忍受二個因素上，其抱怨行為皆未達顯著差異。三、消費者對服務品質的期望程度、知覺滿意度對抱怨行為傾向多元逐步廻歸分析：消費者對環境設備因素的期望程度越高，則其抱怨行為越高；但消費者對會員利益及企業形象二個因素的知覺滿意度越高，則其抱怨行為反而越低。

The study aims at understanding variation and relevance between satisfaction and complaint behaviors towards customer service quality of gym club consumers in Taipei municipality. The study objects are 625 members randomly samples from 3 branches of GYMLUX in Taipei municipality. After collected data are processed by item analysis, factor analysis, relevance analysis, one-way ANOVA, regression analysis, the results are as following: 1. The satisfactory variation of consumers among individual quality factors: There are obvious satisfactory variations on member rights, enterprise image, customer service, and environment and facility factors for members in different branches. There are obvious satisfactory variations on enterprise image and customer service factors for members in different genders. There are obvious satisfactory variations on member rights and customer service factors for members in different ages. There are obvious satisfactory variations on enterprise image and customer service factors for members in different educations. There are obvious satisfactory variations on member rights, enterprise image, and environment and facility factors for members in different average monthly incomes. 2. The variations of customers' complaint behaviors: There are obvious variations in active complaint and passive tolerance factors for customers in different branches, but not in different genders, ages, educations, and average monthly incomes. 3. The relationship between customers' expectancy towards customer service, perception satisfaction and complaint behaviors favors stepwise multiple regression analysis: The higher the customers' expectancy towards environment and facility factor, the more frequent they complain; but the higher the customers' perception satisfaction towards member rights and enterprise images factors, the less frequent they complain.

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