本研究以台北金牌健康體適能俱樂部為研究對象，探討會員在參與行為、參與動機、顧客滿意度及顧客忠誠度上之特性及關聯性；首先分析不同人口統計變項之會員對參與行為、顧客滿意度及忠誠度上之影響。其次分析參與行為對參與動機、顧客滿意度及忠誠度之影響。最後分析運動參與動機、運動參與、顧客滿意度及忠誠度之間的關聯性。 本研究採問卷調查法，抽取230位台北金牌健康體適能俱樂部會員。根據實際調查所得資料，以描述性統計、單因子變異數分析、線性結構模式等統計方法，進行資料分析，得到以下結論：1.台北金牌健康體適能俱樂部以女性所佔比例稍高，年齡則集中在21-40歲，學歷以大學以上居多，職業以商業居多，會員選擇俱樂部之主要考量因素為「交通便利」，每週活動次數多在「3次以上」，每次活動時間以「1~2小時」居多，使用時段集中在晚上六點後。2.會員之主要參與動機為「健康需求」，較滿意的服務項目為「便利性」。3.會員對金牌健康體適能俱樂部有相當高的忠誠度。4.不同人口統計變項之會員在參與行為、參與動機、顧客滿意度及忠誠度上有顯著差異。5.不同參與行為之會員在參與動機、顧客滿意度及忠誠度上有顯著差異。6.會員參與動機對滿意度具有顯著的正向相關。7.會員參與行為對忠誠度具有顯著的正向相關。8.滿意度對忠誠度具有顯著的正向相關。 The purposes of this study were to reveal the characteristics of demographic variables, motivation, participation, customer satisfaction and loyalty of Taipei Gold's Gym Health & Fitness Club members. First, it tried to uncover the differences between those members' demographic variables on participation, participating motivation ,customer satisfaction and loyalty . Second, it probe the differences between those members' participation on participating motivation and customer satisfaction. Finally it find out the correlation on members' participating Motivation, customer satisfaction and loyalty about Taipei Gold's Gym Health & Fitness Club. The questionnaire “Survey of the Participating Motivation, Customer Satisfaction and Loyalty of Taipei Gold's Gym Health & Fitness Club members”was employed. Two hundred thirty Taipei Gold's Gym Health & Fitness Club members served as the subjects of this study. The data collected were further analyzed with descriptive statistics, One-way ANOVA, and structural equation mode were utilized for data analysis. Within the scope of the study, it was concluded that: 1. The ratio of male members was slight higher than female members; the majority of members were between 21 and 40 years old；most of them owned the degree of college and were businessmen；The major consideration factor was ＂Traffic＂. the member participation was “more then 3 times＂ per week, the staying period time was “1-2 hours” and most members attended the club after 6 p.m. 2. The major leisure motivations were the needs of ＂health of body ＂ and the services of member satisfaction were ＂confidence＂ 3. Taipei Gold’s Gym Health & Fitness Club members have high loyalty. 4. Significant differences were found in members' participation, customer satisfaction, and loyalty at their demographic variables. 5. Significant differences were found in members' participating motivation, customer satisfaction and loyalty at their participation. 6. Positive correlation was found between members' participating motivation and customer satisfaction. 7. Positive correlation was found between members' participation and loyalty. 8. Positive correlation was found between customer satisfaction and loyalty.
