台灣運動指導產業導入顧客關係管理之研究

An Investigation of Customer Relationship Management on Sports Instruction in Taiwan

許多運動指導產業之業主如空手道、柔道、羽球、舞蹈等，會自設道館、工作室以收費的方式吸收學員並指導他們，同時民眾會選擇符合自己需求的指導老師，這存在著服務與消費者的密切關係，若運動指導產業將顧客關係管理的理念與作法帶入，所提供的服務能符合並貼近學員的需求，將有可能使彼此的關係更加緊密，進而提高學員的忠誠度。本研究主要探討運動指導產業之顧客關係管理、關係品質、顧客終身價值與學員依附風格之間的相互關係，以台灣地區自費參與運動學習的學員為研究對象，並以紙本問卷調查的方式蒐集資料。抽樣調查共取得255份有效問卷。以SPSS18.0統計軟體分析，輔以結構方程模式AMOS20.0分析。研究結果顯示運動指導產業管理者之（一）顧客關係管理對關係品質有正向影響。（二）顧客關係管理對迴避依附有負向影響。（三）關係品質對顧客終身價值有正向影響。（四）迴避依附對顧客終身價值有負向影響。

There is a close relationship between the sport service providers and the sport consumption. If the sports instructors utilize customer relationship management strategies to provide the service to meet the needs of customers, it may increase the closeness and improve the customer loyalty. This study is to examine the relationships between customer relationship management, relationship quality, customer lifetime value, and attachment style of the sport consumption by collecting data from sport consumers taking instruction at their own expense in yoga, taekwondo, karate, judo, and tennis. A total 255 effective questionnaires were collected with purposive sampling. Collected data was analyzed through SPSS18.0 and structural equation model (SEM) with AMOS 20.0. Results of this study indicate that (1) customer relationship management has a positive impact on relationship quality in sport instruction; (2) customer relationship management has a negative impact on avoid attachment style of the sport consumers; (3) relationship quality has a positive impact on sport customer lifetime value; (4) avoid attachment style of the sport consumers has a negative impact on their customer lifetime value to the sport instructor.