游泳俱樂部顧客滿意度及忠誠度之研究－－以屏東市立活水養身世界為例

Customers Satisfaction and Loyalty of PingTung City Aquatic Club

本研究之目的有二，一是瞭解並比較游泳俱樂部顧客滿意度，二是瞭解游泳俱樂部顧客忠誠度，研究對象為屏東市立活水養身世界游泳俱樂部顧客216位，研究方法採用問卷調查法，研究工具為自編之游泳俱樂部顧客滿意度及忠誠度問卷，資料分析為描述性統計、獨立樣本t考驗、單因子變異數分析及因素分析等，研究結果：（一）游泳俱樂部之顧客滿意度，屬於中度滿意程度，其滿意程度依序為「服務人員」、「價格」、「環境衛生」及「設備」，而顧客滿意度會受到年齡、活動次數及活動時間的影響，但不會受到性別及教育程度的影響。（二）游泳俱樂部顧客會再次前往、推薦親友及同學消費之比率，超過50%以上。建議游泳俱樂部應加強設備的更新及維修，並提升顧客的服務品質，提升顧客滿意度，使無意見的顧客能夠再次前往或推薦親朋好友參與游泳俱樂部之活動，提升顧客的忠誠度，藉以達到永續經營的目標。

The purposes of this study were to understand the customers’ satisfaction in the swimming club, and to determine the customers’ level of loyalty. The subjects were customers of the PingTung City Aquatic Club. The research method was a questionnaire, and the instrument was the Scale of Customers’ Satisfaction and Loyalty for the swimming club. Data was collected and analyzed by descriptive statistics, independent t-test, one-way ANOVA, and factor analysis. The results of this study were as follows: (a) The customers’ satisfaction level for the swimming club was at mid-range. The customers’ highest priority for satisfaction was human service. Other considerations, in order of ranking, were price, environment and sanitary conditions, and equipment. Furthermore, customers’ satisfaction in the swimming club was affected by age, frequency of activity, and duration of activity. Contrarily, gender, and educational levels were not factors. (b) The percentage of the customers’ loyalty to revisit the swimming club and to advise family and classmates to go was over 50%. The data suggested that the manager of the swimming club needed to renovate and update the equipment, enhance the quality of service, and improve the customers’ satisfaction. Customers with no comments should be able to participate in the swimming clubs and to encourage their family members to also swim in an effort to improve customers’ loyalty and to achieve the goal of continuous management.