人格特質、專業職能、服務品質、品牌形象與顧客滿意度之關聯研究──以台南各大健身房為例

A Study of the Relationship between Personality Traits, Job Competency, Service Quality, Brand Image and Customer Satisfaction

本研究以台南各大健身俱樂部工作人員與會員為研究樣本，目的在驗證專業職能、服務品質、關係品質與顧客滿意度間之關聯，並探討服務品質、品牌形象是否為『專業職能與顧客滿意度』間的中介變數？，高內控人格特質與低內控人格特質對『專業職能與服務品質』、『專業職能與品牌形象』間的關係是否有調節效果？實證結果發現：專業職能對服務品質、品牌形象及顧客滿意度均為顯著正向影響，服務品質對顧客滿意度與品牌形象均為顯著正向影響，品牌形象對顧客滿意度具顯著正向影響；在中介效果方面，專業職能透過服務品質、品牌形象間接影響顧客滿意度，服務品質是介於『專業職能與顧客滿意度』間之中介變數，且為部分中介效果；專業職能透過品牌形象間接影響顧客滿意度，品牌形象是介於『專業職能與顧客滿意度』間之中介變數，且均具部分中介效果。高內控人格特質顯著減弱『專業職能與服務品質』間正向關係，高外控人格特質顯著增強『專業職能與服務品質』間正向關係，有增額解釋效果。高內控人格特質顯著減弱『專業職能與品牌形象』間正向關係，高外控人格特質對『專業職能與品牌形象』間正向關係並無顯著的調節效果。

This study aims to verify the associations between professional competency, service quality, brand image and customer satisfaction in fitness club. We further examines whether the service quality is the mediating variable between “professional competency and brand image” and “professional competency and customer satisfaction”. We adopted fitness club to be research object, and collected 480 valid samples of questionnaires among clerk, coach, manager and club members during the period of April 15, 2016 to May 20, 2016. The empirical results show that professional competency makes significantly positive effect on the service quality, brand image and customer satisfaction. Service quality makes significantly positive effect on customer satisfaction and brand image. The brand image which is comprised of t symbol, function and experiment makes significantly positive effect on the customer satisfaction. At last, this study verifies that professional competency makes indirect effect on brand image, and customer satisfaction through service quality and the service quality plays the partial mediating role. High internal personality traits significantly decreased the positive relationship between ' professional competency and service quality', high external control personality traits significantly enhanced the positive relationship between ' professional competency and service quality '. High internal personality traits significantly decreased the positive relationship between 'professional competency and brand image' ,high external control personality traits has no significantly moderating effect on the relationship ' professional functions and brand image '.