| 摘要: | 本研究目的旨在探討台北市士林運動中心顧客滿意度、忠誠度與再購意願之相關情形。本研究以問卷調查法，以「士林運動中心顧客滿意度、忠誠度與再購意願之調查研究問卷」為研究工具，對台北市士林運動中心之顧客493人進行調查。根據實際調查所得資料，以SPSS 12.0中文版套裝軟體進行敘述性統計、獨立樣本t檢定、單因子變異數、皮爾遜積差相關、典型相關、多元逐步迴歸等統計分析，並得到以下結論：
一、不同樣本特性分析，在性別方面上男性居多；在年齡方面以21～30 歲的人數居多；在教育程度方面以大學居多；在每月收入方面以15,000元為居多；在職業方面以商業組居多；在婚姻狀況方面以未婚居多；在使用頻率方面以每週一至二次居多；在使用時段方面以下午居多；在使用時間方面以每次使用60分鐘內居多；在居住地區方面以台北市士林區居多。
二、顧客滿意度之「活動資訊」構面正向程度最高；顧客忠誠度之「認知忠誠」構面正向程度最高；顧客再購意願之「重複購買」正向程度最高。
三、顧客滿意度、忠誠度與再購意願之間具有典型相關存在，顧客滿意度越高則忠誠度、再購意願越高，彼此間具有顯著正向相關存在；顧客忠誠度越高則再購意願越高，二者間具有顯著正向相關存在。
四、顧客滿意度之「場地設施」、「安全便利性」及「服務態度」三個構面與顧客忠誠度之「認知忠誠」構面對再購意願均有顯著的預測力。
This study aimed to investigate the correlation among the satisfaction, the loyalty and the repurchase intention of customers of public sports centers. With a questionnaire survey, the 493 customers of Taipei Shilin Sports Center were regarded as the objects of the study. The research tool was the investigative questionnaire concerning customer satisfaction, customer loyalty and customer repurchase intention of Shilin Sports Center. The study employed the collected data to undertake descriptive analysis, t-tests, ANOVA, product-moment correlation, canonical correlation, and multiple regression analysis with the SPSS software of 12.0 Chinese edition. The results were as follows:
1. There were several obvious sample characteristics. In terms of gender, males dominated the majority of the participants. In terms of age, participants in their twenties dominated the majority. In terms of level of education, people with bachelor’s degree dominated the majority. In terms of monthly salary, the majority of the participants got paid around ＄15000NT. In terms of occupation, the majority of the participants engaged in trade. In terms of marriage, the majority of the participants are single. In terms of frequency of use, most participants worked out once or twice a week. In terms of duration of use, most participants spent about sixty minutes. In terms of area of residence, most participants inhabited Shilin of Taipei.
2. As far as customer satisfaction is concerned, the phase of activity information was the most positively related. As far as customer loyalty is concerned, the phase of cognitive loyalty was the most positively related. As far as customer repurchase intention is concerned, the phase of repetition of purchasing was the most positively related.
3. There existed a canonical correlation among customer satisfaction , customer loyalty and customer repurchase intention. The higher the customer satisfaction was, the higher the customer loyalty and the customer repurchase intention were. There apparently existed a positive correlation among them. Likewise, the higher the customer loyalty was, the higher the customer repurchase intention was, which also demonstrated a positive correlation between each other.
4. The three phases of customer satisfaction including site facility, safety convenience and service quality showed the significant predictive power of customer repurchase intention. So did the phase of cognitive loyalty of customer loyalty. |
