服務品質與忠誠度的關係以桃園市健身俱樂部女性會員之運動參與程度為調節變項的探討

The Relation between Service Quality and Fidelity to the Club - A Case Study Based on Investigation of the Extent of Sports Participation of Female Members at Curves Health Club in Taoyuan City

本研究主要目的在探討桃園市Curves 健身俱樂部女子會員運動參與程度、服務品質與忠誠度三者之關係，並進一步研究分析運動參與程度在服務品質對忠誠度是否有干擾效果。以桃園市Curves 健身俱樂部11 家分店為研究調查對象，總計發出500 份問卷，回收494 份，問卷回收率達98.8％；有效問卷為427 份，有效問卷回收率為86.43％。回收資料以統計套裝軟體SPSS 12.0 中文版執行資料分析，方法包括描述性統計、皮爾森積差相關以及階層迴歸分析法，研究發現如下：一、桃園市Curves 健身俱樂部女子會員運動參與程度現況，多數會員每週運動次數大於3 次、運動時間皆達到30 分鐘。二、健身俱樂部之服務品質為中高程度，以「關懷性」得分最高。三、會員之忠誠度為中高程度，以「再購與推薦」得分最高。四、服務品質「反應和可靠性」、「有形和保證性」和「關懷性」三個構面與忠誠度呈正相關，顯示服務品質愈高，忠誠度亦愈高。五、女子健身俱樂部之服務品質對忠誠度具有部分預測能力。六、女子健身俱樂部會員之運動參與程度在服務品質對忠誠度具有部分干擾效果。最後，就研究結果進行結論，並對健身俱樂部業者及未來研究方向提出具體建議。

The main purpose of this study was to understand the relationships among sportparticipation behavior, service quality and loyality of a female health club Curves inTaoyuan city. With further research and analysis, the study showed the moderatoreffects of sport participation behavior on service quality and loyality. The subjects of thequestionnaires were released in 4 Curves stores in Taoyuan city.500 questionnaires weregiven out, and 494 were returned. The retrieved probability was 98.8%. There were 427effective questionnaires and the probability of the usable questionnaire was 86.43%.Thecollected data were analyzed by descriptive statistic, Pearson product-momentcorrelation and hierarchical regression analysis by the use of SPSS program (Windows12.0). The results of the research are as follow: 1. The current status of membershipsport participation behavior of the female health club Curves in Taoyuan city, the ratioof exercise more than three times per week is more then half, exercise time mostly over30 minutes. 2. Service quality of the health club reached middle-high level. And amongall, “Empathy” scored the highest. 3. Loyality to the health club reached middle-highlevel. And among all, “Repurchase and Recommendation” scored the highest. 4.Theparticipation motivations of “Responsiveness and Reliability,” “Tangibles andAssurance,” and “Empathy” have positive correlations with loyality. The resultsindicate that the higher service quality the health club possess, the higher loyality theycan get. 5. There is a partly predictable relationship between service quality and loyalityof a female health club Curves in Taoyuan city. 6. Sport participation behavior of afemale health club Curves in Taoyuan city showed a moderate effect on their loyality.Finally, the researcher generates conclusions based on the findings and providesconcrete implications for health club trader and future researches.