南部World Gym運動健身俱樂部體驗行銷對會員滿意度影響之研究

A Study on the Influence of Experiential Marketing of Member Satisfaction within the Southern World Gym Sports and Fitness Club

10.6204/JRSHP.2013.05.05

楊東翰(Tung-Han Yang):鄭勵君(Lih-Jiun Jeng)

體驗行銷 ； 顧客滿意度 ； Experiential marketing ； Customer satisfaction

休閒運動保健學報

5期（2013 / 07 / 01）

46 - 65

繁體中文

本研究主要的目的是針對南部World Gym運動健身俱樂部會員為研究對象，探討體驗行銷對於會員滿意度二者之間的相互關係。本研究採用問卷調查法，問卷共發放315份，剔除資料填答不完整者，共計有效樣本293份，有效問卷回收率高達93％。本研究根據研究目的與研究假設進行資料處理，將以SPSS 18.0套裝軟體進行資料分析，研究結果顯示：（一）本研究信度分析之Cronbach's α值均在0.6以上，皆顯示其內部一致性為「高可信｣，如表4-1所示。（二）本研究效度分析方面採用因素分析，第一階段進行KMO（Kaiser-Meyer-Olkin）檢定分析，此處的KMO值為.927，表示適合進行因素分析。此外，從Bartlett的球形考驗的x2值為3655.764（自由度為351）達顯著，也顯示適合進行因素分析。（三）南部World Gym運動健身俱樂部會員以未婚男性居多。其不同人口統計變項在體驗行銷各子構面上呈現不同的顯著差異。（四）在會員體驗滿意度現況分析中各子構面以｢我滿意World Gym提供的專業服務｣、｢World Gym運動使我壓力得到紓解｣、｢World Gym能增進我的運動、健身技能｣、｢親友認同我去World Gym運動健身｣、｢我會繼續選擇World Gym來運動健身｣等項目得分最高。由此可見，經營者在體驗行銷上應制定最佳行銷策略，進而提升顧客滿意度。

This study is directed at the members of the Southern World Gym Sports and Fitness Club and explores the relationship between experiential marketing and member satisfaction. This study employs the method of questionnaire, in which 315 questionnaires in all have handed out. Except for those with incomplete data, there are altogether 293 effective samples and the recovery rate of effective questionnaires is up to 93%. This study conducts data processing according to its objectives and hypotheses and will use the SPSS 18.0 software package for data analysis. The research results show: (I) In this study, the Cronbach's α value of the reliability analysis is 0.6 or higher, which indicates that the internal consistency is [high confidence], as shown in Table 4-1. (II) Its validity analysis employs factor analysis. KMO (Kaiser-Meyer-Olkin) calibration analysis was conducted at the first stage. The KMO value here is 0.927, which indicates factor analysis is feasible. In addition, the x2 value of the spherical test of Bartlett is 3655.764 (degree of freedom: 351) is significant, which also indicates that factor analysis is feasible. (III) The members of the Southern World Gym Sports and Fitness Club are mostly unmarried men. Its various demographic variables are strikingly different in terms of the sub-dimensions of experiential marketing. (IV) The analysis of present member satisfaction with experience shows that the following sub-dimensions score the highest points: Am I satisfied with the professional service offered by World Gym? Has World Gym exercise eased my pressure? Can World Gym improve my skills in sports and fitness? Do my relatives and friends agree to go to World Gym for sports and fitness? Do I continue to select World Gym for sports and fitness? It can be seen that operators should formulate the optimal strategies of experiential marketing to improve customer satisfaction.

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