衝浪愛好者對衝浪俱樂部服務品質與忠誠度之研究

The Study on the Relationship between the Service Quality of Surf Club and the Loyalty of the Surfer

10.6204/JRSHP.2011.02.03

謝宗霖(Tsung-Ling Hsieh)

衝浪俱樂部 ； 服務品質 ； 忠誠度 ； surf club ； service quality ； loyalty

休閒運動保健學報

2期（2011 / 12 / 01）

30 - 38

繁體中文

台灣四面環海，海洋提供了國人發展休閒運動的極佳場所，近年來台灣衝浪活動越來越受到國人的歡迎，許多人都開始從事衝浪活動，衝浪俱樂部也因此逐漸興起。有同於一般健身俱樂部甚至各大服務業，衝浪俱樂部服務品質的好壞必然成為影響衝浪愛好者對此俱樂部消費行為，也極有可能進一步連代影響衝浪愛好者對此俱樂部之忠誠度。本研究旨在探討衝浪愛好者對中浪俱樂部服務品質與忠誠度整體情形。本研究以宜蘭烏石港及墾丁地區衝浪愛好者為研究對象，以無形性、有形性及關懷性等三個構面來衡量服務品質；以及消費行為與再購意願來衡量忠誠度。針對衝浪愛好者進行「衝浪愛好者衝浪俱樂部服務品質與忠誠度問卷」調查，之後進行資料分析，結果摘述如下：一、衝浪愛好者以男性較多有66人，佔55.5％；年齡部份以23～27歲最多，有45人，佔37.8％；收入以15,001～30,000最多，有49人，佔38.7％；學歷以大學／大專最多，有68人，佔57.1％；婚姻以未婚較多，有72人，佔60.5％；衝浪年資以一年以內最多，有60人，佔50.4％。二、衝浪愛好者對衝浪俱樂部所提供之服務品質反應大致良好，但在忠誠度方面尚可。三、不同人口統計變相對衝浪俱樂部服務品質與忠誠度沒有明顯差異情形。四、服務品質與忠誠度為正相關。

Taiwan is surrounded by ocean, which provides citizens in Taiwan the best place to develop recreational activities. Recently, surfing gets more and more popular among people in Taiwan, many people have involved in surfing, and the surf club therefore rose gradually. Same to the gym club and service industries, the service quality of surf club inevitably determines the consumption behaviors of the surfers in such clubs and even has further effects on the loyalty of the surfers toward the surf club. The purpose of this study is to identify how the service quality of surf club alters the loyalty of surfer toward it. The research target is aimed at the surfers in Wushih harborm Yilan and Kengting area. The service quality, consumption behavior, and return desire are measured through the three dimensions of tangibility, intangibility, and empathy to examine the loyalty. The data collected through the questionnaire of ”service quality of surf club and surfer's loyalty” were analyzed. The results are as follows:1. The surfers are majorly male (66 males) which is 55.5% of total respondent. Age from 23 to 27 are the most (45 respondents), which is 37.8% of total; most of them have incomes from $15,001 to $30,000(49 respondents), 38.7% of total; the most general educational background is University/college (68 respondents) seizes 57% of total; as for the marriage status, 72 respondents are single which is the 60.5% of total; the surfing age is mostly less than a year (60 respondents), which is 50.4% of total.2. Most surfers consider the service quality of surf club is satisfactory however the loyalty is merely acceptable.3. The variable of demography showed no significant divergence on the service quality of surf club and loyalty.4. There is a positive relationship between the service quality and loyalty.