臺灣博碩士論文加值系統

本研究旨在透過健康體適能俱樂部來探討係關係結合、關係品質對顧客忠誠之影響。同時進一步採用Baron & Kenny（1986）所提出的中介路徑階段模型來驗證關係品質對關係結合與顧客忠誠的中介效果。本研究以健康體適能俱樂部之消費群為探討之對象，並透過實證研究達成以下之目的：(1).探討關係結合是否會影響顧客忠誠。(2).探討關係結合對關係品質之間的影響。(3).確認關係品質對顧客忠誠之影響。(4).分析關係品質對關係結合與顧客忠誠之間是否具有中介效果。其結果將有助於瞭解顧客在未來對所消費之俱樂部的忠誠及消費意願，並進一步提供俱樂部業者制訂相關的行銷活動，以利於雙方建立長期的關係。
研究中以大台北地區三家大型健康體適能俱樂部之消費者作問卷調查對象，採便利抽樣的方式進行問卷調查，共回收有效問卷305份。實證結果如下：(1).關係結合中的社交性結合與結構性結合會正向影響顧客忠誠；而財務性結合對顧客忠誠無直接的相關。(2).關係結合中的的社交性結合與結構性結合對關係品質中的顧客滿意、信任與承諾有直接的正向影響；而財務性結合對關係品質亦無直接的相關。(3).關係品質中的顧客滿意、信任、承諾對顧客忠誠，皆呈現正向關聯性；但顧客忠誠受顧客滿意的影響較信任及承諾為弱。(4).關係品質為關係結合類型與顧客忠誠之中介變項；且具完全中介效果。
最後，本研究依據上述之研究發現提出具體的理論與管理意涵，以及後續研究方向。

This paper purposes to investigate health and fitness club whether the use of relationship bond and relationship quality influence the customer loyalty. Besides, it also probes into the mediating effects of relationship quality between relationship bond and customer loyalty with mediation causal steps test model (Baron & Kenny, 1986). This study centered on the consumers of health and fitness club. It aims to take on the following research questions: (1) Discussion whether relationship bond influence customer loyalty? (2) Discussion whether relationship bond influence relationship quality? (3) Identification whether relationship quality influence customer loyalty? (4) Analysis whether relationship quality cause mediating effect on between relationship bond and customer loyalty? This study outcome to not only our understanding of consumer’s loyalty and intention, but also helpfulness make marketing strategies in which build up long-term relationships in health and fitness club industrial.
A convenience sampling was chosen and questionnaires to survey 305 consumers who have an experience for the top-3 of health and fitness club in metropolitan Taipei. These findings of study contribute to our understanding: (1) Relationship bond include that social bond and structural bond have a positive influence on customer loyalty; but financial bond is not supported. (2) Both social bond and structural bond are positively significant related to relationship quality in which included customer satisfaction, trust and commitment; but financial bond still is not supported. (3) All factor of relationship quality that included customer satisfaction, trust and commitment are positively significant related to customer loyalty, but customer satisfaction is weaker influence on customer loyalty than trust and commitment. (4) Relationship quality cause mediator on between relationship bond and customer loyalty, and the complete mediation has occurred.
Finally, theoretical and managerial implications are discussed based upon above result, and proceed suggestion for future research.

謝　辭 I
中文論文提要 II
英文論文提要 III
目　錄 IV
圖　次 V
表　次 VI
第壹章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究範圍 3
第四節　論文架構與研究流程 3
第貳章　文獻探討 5
第一節　關係行銷 5
第二節　關係品質 15
第三節　顧客忠誠 25
第四節　關係結合、關係品質、顧客忠誠之關係 31
第五節　健康體適能俱樂部 37
第參章　研究設計 42
第一節　研究架構與假說 42
第二節　研究變數之操作性定義 46
第三節　問卷設計 49
第四節　抽樣方法與資料蒐集 53
第五節　預試與問卷修正 54
第六節　信度分析 58
第七節　資料分析方法 59
第肆章　研究結果分析與討論 62
第一節　樣本結構分析 62
第二節　關係結合、關係品質及顧客忠誠分析 64
第三節　關係結合、關係品質及顧客忠誠之關聯性分析 68
第四節　關係結合、關係品質及顧客忠誠之關係分析 70
第五節　關係品質之中介效果分析 76
第伍章　研究結論與建議 79
第一節　研究結論與建議 79
第二節　管理意涵 82
第三節　研究檢討與後續研究之建議 84
參考文獻 85
附錄一、預試問卷 95
附錄二、實測問卷 99

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