女性健身中心會員參與動機、服務品質、顧客滿意度與忠誠度之研究——以Curves為例

A Study of Members’ Participation Motivation, Service Quality, Customer Satisfaction and Loyalty on Women Fitness Center: A Case Study of Curves

本研究主要目的在於探討女性健身中心會員參與動機、服務品質、顧客滿意度與忠誠度之差異情形。本研究採用問卷調查法，以Curves女性專用30分鐘健身中心之會員為對象，進行問卷發放，共發出400份問卷，回收有效問卷為313份，有效問卷回收率為89%；根據實際調查所得資料，以描述性統計、獨立樣本t檢定、單因子變異數等相關統計方法，進行資料分析。
本研究之研究結果發現：
一、健身中心會員年齡大多集中在20至39歲之間；學歷以大學以上居多；職業以服務業居多；每週運動次數多在「2～3次」。
二、學生、家管與自由業等職業的會員對於服務品質中的實體性較為重視。
三、在知性與社會需求上的參與動機，高中（職）以下教育程度程度的會員為最高。
四、不同人口統計變項之健身中心會員在顧客滿意度與忠誠度上無顯著差異
五、健身中心之服務品質對滿意度與忠誠度有正向影響。
六、顧客滿意度對服務品質與顧客忠誠度之間關係具有部分中介效果。

The purpose of this study was to explore the relationship between member’s participation motivation, service quality and customer satisfaction and loyalty for the woman fitness center. Questionnaire was adopted in this study, and operated with convenience sampling. Participants of this study were Curves for the woman fitness center members. There are a total of 350 questionnaireswere released, 313 valid questionnaires returned, and the effective response rate is 89%. The survey dataareanalyzedin descriptive statistical analysis, one-way ANOVA, regression analysis.
The results of this study are provided asfollowing:
1. Respondents of this study were mainly aged 20 to 39 years old, the major occupation was service industry; the major educational backgrounds groups were college degree; most of members exercised 2 to 3 times a week.
2. Fitness center members with different educational backgrounds have significance difference on participation motivation.
3.Fitness center members with different income and period of memberhave significant difference on service qualityevaluation.
4. Fitness center members with different backgrounds have no significant difference on customer satisfaction and loyalty.
5. The fitness center’s service quality has positive influence on customer satisfaction and loyalty.
6. Customer satisfaction has partial mediating effect on the relationship between service quality and customer loyalty.