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研究生:張可欣
研究生(外文):Chang, ko-hsin
論文名稱:健康體適能運動俱樂部顧客關係與行為意向之研究-以台中市為例
論文名稱(外文):A Study on the Relationship between Customer Relation and Behavior Intention of Fitness Clubs-in Taichung City
指導教授:李城忠李城忠引用關係楊慶南楊慶南引用關係
學位類別:碩士
校院名稱:大葉大學
系所名稱:運動事業管理學系
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:69
中文關鍵詞:服務品質關係品質
外文關鍵詞:Service qualityRelationship quality
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由於消費形態的改變及消費意識的抬頭,在整體行銷市場方面就越顯得競爭激烈,對於運動健身俱樂部產業而言,顧客的需求與目的更顯得多元,因此,如何與顧客產生良好之互動關係正是運動健身俱樂部經營策略主要目的,本研究將透過消費者的角度來了解顧客與健康體適能運動俱樂部間的服務品質、關係品質對滿意度及行為意向的因果模式。研究對象選擇位於台中市的世界健身俱樂部、99Gym Party、永豐棧及亞力山大等四家運動健身俱樂部之會員為例,共計發放500份問卷,有效問卷回收共計350份。資料經結構關係模式分析結果顯示,服務品質、關係品質與顧客滿意度皆正向影響行為意向,而整體模型之配適指標皆通過門檻值標準,該結果亦顯示本研究之理論模型可獲得支持。

關鍵詞:服務品質、關係品質
ABSTRACT

In recent years, customers’ consumption styles have been changing drastically. Customers know how to protect their rights; as a result, companies need to be more diverse to meet customers’ needs. Take fitness clubs as an example, their main marketing strategy is to build a friendly and interactive relationship with customers.
The main purpose of the study was to understand how service and relationship quality affected customer’s satisfaction level and behavior intention with regards to which fitness clubs they selected. Customers from four fitness clubs in Taichung served as subjects in this survey. A total of 350 questionnaires were retrieved and the data was processed by a Structural Equation Model. The result indicated that the service relationship, relationship quality and customer’s satisfaction level all had positively influenced behavioral intention. The overall model fit within the acceptable range.

Key words: Service quality, Relationship quality
封面內頁
簽名頁
授權書                       iii
授權書                       iv
中文摘要                      v
英文摘要                      vi
誌謝                        vii
目錄                        viii
圖目錄                       xi
表目錄                       xii

第一章 緒論
1.1 研究背景與動機             1
1.2 研究目的                3
1.3 研究範圍                4
1.4 研究流程                5
第二章 文獻探討
2.1 健康體適能俱樂部產業相關文獻探討    6
2.1.1 健康體適能運動俱樂部定義     6
2.1.2 健康體適能運動俱樂部類型     8
2.1.3 健康體適能運動俱樂部產業概況   10
2.2 服務品質相關文獻探討          11
2.2.1 服務品質之定義          11
2.2.2 服務品質構面            13
2.2.3 服務品質模式            15
2.3 關係品質相關文獻探討          19
2.3.1 關係品質之定義           19
2.3.2 關係品質構面            20
2.3.3 關係品質模式            22
2.4 顧客滿意度相關文獻探討         23
2.4.1顧客滿意度之定義          23
2.4.2顧客滿意度之衡量          24
2.4.3顧客滿意度之構面          25
2.5 服務品質、關係品質、顧客滿意度與行為意向間相關文獻探討                26
2.5.1 行為意向              26
2.5.2 服務品質與顧客滿意度之相關研究   28
2.5.3 服務品質與行為意向之相關研究    28
2.5.4 關係品質與顧客滿意度之相關研究   29
2.5.5 關係品質與行為意向之相關研究    30
2.5.6 顧客滿意度與行為意向之相關研究   31
第三章 研究方法
3.1 研究架構                32
3.2 研究假設                33
3.3 變向操作性定義             33
3.4 研究工具                34
3.5 資料收集                40
3.6資料分析方法              40
第四章 資料分析
4.1 樣本結構                42
4.2 研究之模型分析             44
4.3 研究假設驗證結果            51
第五章 結論與建議
5.1 研究結果與結論             53
5.2 管理意涵                55
5.3 建議                  56
5.4 究限制與後續研究方向          57
參考文獻                      58
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