服務品質、顧客滿意度對顧客忠誠度影響之研究－以某集團連鎖室內游泳池為例

A study of impact on service quality, customer satisfaction and customer loyalty - group's chain of swimming pools as an example

10.29423/JSRR.202312_18(2).05

徐瑞良(Jui-Liang Hsu)

游泳池 ； 運動場館 ； 生活型態 ； 結構方程模式 ； Swimming pool ； sports venues ； life style ； structural equation model

運動與遊憩研究

18卷2期（2023 / 12 / 01）

55 - 70

繁體中文;英文

本研究目的旨在探討「某集團連鎖游泳池」泳客對服務品質、顧客滿意對顧客忠誠度影響關係之研究，並瞭解其經營型態與特徵、營運狀況、不同生活型態顧客的群體特徵及服務品質、顧客滿意度及顧客忠誠度各層面之情形。本研究方法以某集團之旗下三間場館游泳池為研究範圍，研究對象為泳客，得有效問卷265份，有效回收率為74%。資料處理以SPSS 22.0版及Warp PLS 5.0統計套裝軟體進行統計分析。研究結果顯示如下：一、不同人口背景變項分析：「性別」方面，以男性稍多於女性；「年齡」方面，以「20－30歲」之青壯年者最多，其次為「31－40歲」為主要樣本；「婚姻」方面，以已婚者為多；「教育程度」方面，以大專最多；「職業」方面，以服務業所佔比例最高；「居住地點」方面，以鳳山區所佔比例最高；「個人月收入」方面，為「20001－40000元」者最高。二、分析「服務品質」、「顧客滿意度」以及「顧客忠誠度」三個因素之間的影響關係，其結構方程模式，其中「服務品質」對「顧客滿意度」有正向的影響存在；接著「服務品質」對「顧客忠誠度」有正向的影響存在；最後「顧客滿意度」對「顧客忠誠度」有正向的影響存在。期望能藉由此次研究結果及發現，提供業者管理階層規劃改善服務品質與提昇顧客滿意度與忠誠度措施的重要依據。

The purpose of this study is to explore the relationship between the quality of visitor service and the impact of customer satisfaction on customer loyalty in a group of swimming pools, and to understand its business patterns and characteristics, operating conditions, group characteristics and services of different lifestyle customers. Quality, customer satisfaction and customer loyalty at all levels. The research method is based on the swimming pools of three venues of a group. The study target is swimmers, and 265 valid questionnaires are obtained. The effective recovery rate is 74%. The data processing was statistically analyzed using SPSS version 22.0 and Warp PLS 5.0 statistical software package. The results of the study are as follows: 1. Analysis of background variables of different populations: "Gender" is slightly more male than female; "age" is the highest among young adults aged 20-30, followed by "31-40" "Age" is the main sample; "marriage" is more than married; "educational" is the largest in terms of education; in "professional", the service industry is the highest; in "residential location", in Fengshan District The proportion is the highest; the "personal monthly income" is the highest for "20001-40000 yuan". Second, analyze the relationship between the three factors of "service quality", "customer satisfaction" and "customer loyalty", the structural equation model, in which "service quality" has a positive impact on "customer satisfaction" Then "service quality" has a positive impact on "customer loyalty"; finally "customer satisfaction" has a positive impact on "customer loyalty". It is expected that the results and findings of this research will provide an important basis for the management of the industry to improve service quality and improve customer satisfaction and loyalty measures.

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