以歐洲顧客指數模式探討健身房再訪意願

Discussing revisiting intention the sports industry with the index model of European overall customers

吳雪鶯(Hsueh-Ying Wu)；邱棋鴻(Chi-Hung Chiu)

專業知能 ； 服務品質 ； 品牌形象 ； 再訪意願 ； Professional knowledge ； Service quality ； Brand image ； revisiting intention

島嶼觀光研究

12卷3期（2019 / 09 / 01）

71 - 92

繁體中文

目的：隨著社會經濟的發展，國人參與各項運動及休閒活動也日益踴躍，運動服務業之需求與日俱增，本研究的目的主要是探討運動健身俱樂部之品牌形象、服務品質與個人教練之專業知能對於顧客滿意度及再訪意願之相關性。方法：採用問卷調查法，針對2017年7-9月臺灣某地區健身房為研究對象，共發放480份問卷，有效問卷共411份，問卷回收率為86%。使用結構方程模型探討健身房的品牌形象、服務品質、專業知能、顧客滿意度和再訪意願之影響。結果：研究結果顯示：運動健身房之服務品質與顧客滿意度呈顯著正向的影響；個人教練之專業知能與顧客滿意度呈顯著正向的影響；而顧客滿意度與顧客再訪意願也呈顯著正向的影響，服務品質與教練之專業知能對於顧客再訪意願有間接的影響效果。結論：服務品質與專業知能影響滿意度，滿意度而影響顧客再訪意願，因此，建議某健身房應提供會員更加完善的服務品質、更優化的健身設備以及多樣化的健身課程，並提升教練個人的素養及專業知能，隨時進修與吸取最新的資訊，提供會員最完善的指導與服務，加強會員認為重要的服務與信任，來提高顧客的滿意程度，繼而提高會員的再訪意願，皆能為企業帶來更多的資金與利潤。

Purpose: With the development of social economy, people who participate in various sports and leisure activities are becoming increasingly active. The demands of the sport activities have increased with each passing day. The purpose of this study mainly aimed to explore the correlations of customer satisfaction and revisiting intention which is relevant to the brand image of fitness club, the quality of service, and the professional knowledge and skills for the personal trainers. Method: From July to September of 2017, the questionnaire survey was conducted on customers in certain areas of Taiwan in the gym. Questionnaires were distributed to 480 participants and a total of 411 valid questionnaires were collected with a validation rebate of 86% in the gym. This research is targeted on using the structural equation model to explore the influence of brand image, service quality, professional knowledge and skills on customer satisfaction and revisiting intention in the gym. Results: The research results illustrates that it is positive influences about customers satisfaction in service quality of sports industry、professional knowledge of personal coaches and revisit willingness of client, and also has indirect effects between service quality and professional knowledge of personal coaches. Conclusion: The customer satisfaction was affected by which is not only the service quality but also the professional knowledge skills of the instructors. Besides, the revisiting intention of the customer seems to be also affected by the customer satisfaction. Therefore, some suggestions have to be made for the fitness center managers such as providing club members better serving quality than before, optimizing the fitness facility, giving diversified fitness courses for members to choose, and improving the professional competency of coaches base on their knowledge and skills. In addition, collecting the current information at any time about the health for the members, and providing them the guidelines by how to use the fitness equipment and required services. In order to increase the degree of customer satisfaction, the most important thing members who care the most is to trust the serving quality of the fitness center, the brand image, and the professional knowledge and skills for the fitness instructors which provided by the health clubs. Then, it could enhance the willingness the members to visit the fitness center again. Those commendations could be brought up more funds and profits to the enterprise as they are expected.

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