健身會館體驗行銷、品牌形象與專業知能對顧客滿意度之影響

Effects of Experiential Marketing, Brand Image and Professional Knowledge on Customer Satisfaction of Fitness Club

本研究是以台中健身俱樂部「Club S健康曲線S會館」為研究對象，探討健身俱樂部之體驗行銷、品牌形象及運動指導員之專業知能，對於顧客滿意度的影響，希望藉此提供給國內健身產業經營之參考。主要檢視體驗行銷、品牌形象與健身教練專業知能是否對顧客滿意度有正向影響。本研究透過問卷以「Club S」體驗後之消費者作為研究樣本，共回收161份有效問卷，分析結果顯示此模式具有良好的配適度、效度與信度。重要結論如下：1.體驗行銷對品牌形象具正向影響。2.體驗行銷對顧客滿意度具正向影響。3.品牌形象對顧客滿意度具正向影響。4.個人教練專業知能對顧客滿意度具正向影響。本研究提出以下建議：體驗行銷是經營健身俱樂部重要的行銷策略，強化健身俱樂部品牌形象也是重要的一環，而個人教練之專業知能在健身俱樂部中擔任重要的關鍵因素。 This research used the example of the newly established fitness club in TaichungCheng Ching Hospital, Club S, to study the effects of experiential marketing, brand imageand professional knowledge on customer satisfaction, in order to provide a reference forthe fitness industry operating in Taiwan. This study reviewed the relationship betweenexperiential marketing and brand image, and explored whether experiential marketing,brand image, and trainers’ professional knowledge has a positive influence on customersatisfaction. This study collected 161 valid questionnaires from the members of Club S asthe research sample. The analysis results showed that this model had good validity andreliability. The main research conclusions were as follows: 1) experiential marketing had apositive influence on brand image; 2) experiential marketing had a positive impact oncustomer satisfaction; 3) brand image had a positive impact on customer satisfaction; 4)personal trainers’ professional knowledge had a positive impact on customer satisfaction;Based on the results, this study suggested that experiential marketing was an importantmarketing strategy for operating a fitness club. Strengthening the brand image and the personal trainer’s professional knowledge were the key factors in the success of a healthclub.