運動休閒會所消費者參與行為與滿意度之研究——以河南省鄭州丹尼斯仁民會館為例

A Case Study of Consumer Satisfaction and Participation Behavior at Sport and Health Club

本研究以河南省鄭州丹尼斯仁民會館為研究對象，主要探討運動休閒會所消費者參與行為與滿意度相關之情形，期望研究結果能作為相關業者未來經營之參考。本研究以問卷調查法，以便利抽樣方式進行調查丹尼斯仁民會館之450位消費者。研究顯示，消費者最常使用的時段為晚上18:00-21:00佔75.56%最多。消費者平均停留的時間最多為一小時以上－未滿二小時佔77.78%。消費者每週平均使用頻率（次數）最多為二次佔55.56%。透過因素分析可萃取出五項消費者滿意度構面，滿意度依序為：1.服務人員的態度；2.安全與衛生；3.整體形象；4.場地及器材；5.收費及促銷。消費者最喜歡的時段、在丹尼斯仁民會館平均停留的時間及平均每週到丹尼斯仁民會館的頻率（次數）與使用滿意度有顯著相關。而消費者最喜歡的促銷方式與使用滿意度則沒有顯著相關。

The subject of this study is the Dennis Sport Leisure and Health Club in the Henan Zhengzhou city The aim of the study is to explore the correlation between consumer satisfaction and consumer behavior at such centers. The principal tool of study is questionnaire, over 450 randomly selected consumers. The results show that the most frequently used time slot by the consumer is18:00-21:00 pm, making up 75.56% of all time slots. Most frequent average consumer staying duration per visit is more than one hour but under two hours, making up 77.78% of all durations. Highest average visits per week is twice, making up 55.65%. Factor analysis further reveals that consumer satisfaction factors are perceived in the following order: 1. Staff service attitude, 2. safety and hygiene, 3. over-all impression, 4. grounds and facilities, and 5. Charge and sales promotion. Average staying duration per visit as well as average number of visits per week are significantly correlated to consumer satisfaction. However the most favored sales promotion activities by consumers is not significantly correlated to consumer satisfaction.