题名

A Marketing Analysis between Consumer Satisfaction and Loyalty to Fitness Centers in Taiwan

并列篇名

臺灣運動休閒中心會員的消費者滿意度與忠誠度之間分析探討

DOI

10.29704/JDIT.200903.0011

作者

鍾國銘(Guo-Ming Jung)；陳南福(Nan-Fu Chen)；黃宗萍(Tsung-Ping Huang)

关键词

消費者滿意度 ； 休閒 ； 忠誠度 ； 運動休閒中心 ； consumer satisfaction ； leisure ； loyalty ； sport fitness clubs

期刊名称

大漢學報

卷期/出版年月

23期（2009 / 03 / 01）

页次

199 - 215

内容语文

英文
中文摘要

此研究目的主要探討臺灣運動休閒中心的會員消費者滿意度及忠誠度的相互關聯性。問卷包含消費者滿意度、忠誠度等二項問卷，研究模式是消費者滿意度、忠誠度之間的因果關係 這研究發現消費者滿意度和忠誠度有顯著的因果關聯，這些發現預測到高水準的滿意度是提升顧客忠誠度不可缺的主要因素。 這研究的發現可以提供一些貢獻給臺灣運動休閒中心的管理者，幫助他們改善活動課程內容及場地設施，同時這研究結果也提供了有價值的資訊給決策者及管理者，為的就是去幫助他們理解關於休閒參與、消費者滿意度和忠誠度顯著關聯性，以提升運動休閒中心的營運利潤。
英文摘要

The purpose of this study was to examine the psychological commitment of the relationship between fitness participants' consumers' satisfaction and loyalty within Taiwanese fitness centers agencies. The survey instruments included consumer satisfaction scale and loyalty. The research model describes the causal relationship among consumer satisfaction and loyalty. This research found that there was that there were significant causal relationships among consumer satisfaction, attitudinal loyalty, normative loyalty, and investment loyalty. These findings predicted higher levels of satisfaction, in which influence to change is a pivotal factor, appearing to be essential for the development of client loyalty to a leisure service agency. The finding of this study may provide needed feedback and contribute to the improvement of sports activity programs, facilities, and instructors for fitness clubs in Taiwan. Also, this study may be important because it may provide valuable information for program directors and managers of sport fitness clubs in order to comprehend significant relationships regarding consumer satisfaction, and their a loyalty levels in relation to Taiwanese sports organizations.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 基礎與應用科學綜合
醫藥衛生 > 醫藥衛生綜合
生物農學 > 生物農學綜合
工程學 > 工程學綜合
社會科學 > 社會科學綜合
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