臺北市市民運動中心關係品質、顧客滿意度與忠誠度關係之研究

The Structural Equation Model of Relationship Quality, Consumer Satisfaction and Loyalty of Taipei Sports Centers

本研究旨在探討臺北市市民運動中心之關係品質、顧客滿意度及忠誠度之因果徑路影響關係，以臺北市中山、中正、南港、內湖、北投、萬華、士林等七座已營運之市民運動中心消費者為研究對象，採用問卷調查法來收集相關資料，問卷內容包含：關係品質量表、顧客滿意度量表、顧客忠誠度量表及個人基本資料等四部分。每座運動中心各發放60份問卷，共計發放420份正式問卷，回收問卷420份，剔除資料填答不全者，合計有效樣本為409份，有效問卷率為97.4％。回收資料以SPSS 15.0進行資料處理，並以LISREL 8.52統計套裝軟體進行資料分析。本研究所提出「關係品質-滿意度-忠誠度」因果徑路模式之研究結果是適合的，換言之，市民運動中心關係品質愈高則顧客滿意度愈高；顧客滿意度愈高則忠誠度愈高；而市民運動中心提供之關係品質並不會直接影響顧客忠誠度，但是會透過顧客滿意度進而影響顧客忠誠度，因此顧客滿意度是一關鍵中介變項。

The purpose of this study was to investigate the relationship among relationship quality， consumer satisfaction， and consumer loyalty. Subjects were consumers selected from seven Taipei Sports Centers. Three inventories were utilized for data collection including (a) Relationship Quality Inventory; (b) Consumer Satisfaction Inventory and (c) Consumer Loyalty Inventory. Totally 420 copies of questionnaires were collected， 60 for each Taipei Sports Center. The number of effective samples was 409 and the retrieve rate was 97.4%. The retrieved questionnaires were analyzed by Statistical Package for the Social Sciences for Windows 15.0 and LISREL 8.52 for Windows. The results of this study were as following: consumer satisfaction was higher when relationship quality was higher， consumer loyalty was higher when consumer satisfaction was higher， and the relationship quality will not affect consumer loyalty directly， but it will affect consumer loyalty indirectly through consumer satisfaction. Therefore， consumer satisfaction is a mediator.