服務品質、知覺價值、滿意度及再購意願之研究──以新寶島運動廣場為例

The Relationship among Service Quality, Perceived Value, Satisfaction and Repurchase Intention -An Empirical Study of New Formosa Sport

本研究旨在了解新寶島運動廣場服務品質與顧客知覺價值、滿意度、再購意願各變項間之關係。以新寶島運動廣場顧客為研究對象，採便利取樣方式進行問卷調查，計得有效樣本422份，運用驗證性因素分析與結構方程模式進行分析。結果發現：服務品質對知覺價值、滿意度具有顯著影響，服務品質透過知覺價值與滿意度對再購意願具有顯著影響；知覺價值對滿意度、再購意願具有顯著影響；滿意度對再購意願具有顯著影響。最後提出實務建議，提供新寶島運動廣場觀察市場動向、擬定行銷策略時的重要參考。

The study aimed to explore the relationship among service quality, perceived value, satisfaction and repurchase intention of New Formosa Sport. The study used a questionnaire-based survey by convenient sampling customers of New Formosa Sport. 422 valid questionnaires were collected. Data was analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). Statistical results and findings were concluded as the following: Service quality has positive influence on perceived value and satisfaction. Service quality can enhance repurchase intention through perceived value and satisfaction. Perceived value has positive influence on satisfaction and repurchase intention. Satisfaction has positive influence on repurchase intention. Finally, according to the research results, this study proposed some suggestions could help improve future planning of marketing, strategies for New Formosa Sport.