| 摘要: | 本研究以雲林縣斗六市清泉灣水上世界游泳俱樂部為研究對象，探討泳客對該泳池之吸引力、服務品質、滿意度及忠誠度上的特性和關聯性，首先探討泳客的樣本結構，其次分析不同人口統計變數之泳客對吸引力、服務品質、滿意度及忠誠度之影響。最後分析吸引力、服務品質、滿意度及忠誠度之間的關聯性。 本研究採用問卷調查法，抽取218位清泉灣水上世界泳客。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.清泉灣水上世界泳客以男性及會員所佔比例稍高，年齡以21-30歲最多，泳客學歷以大專、大學居多，職業以學生為最多，泳客月收入則以20,000元以下及20,000-40,000元居多，泳客居住地以當地雲林斗六地區為主。2.泳客吸引力以健身技巧為主，服務品質的實體設備、安全及經營信譽等之服務品質較獲泳客肯定；滿意度以人員服務為最高；泳客對清泉灣水上世界有相當高的忠誠度。3.不同人口統計變數之泳客在吸引力、服務品質、滿意度及忠誠度上有顯著差異。4.泳客吸引力對滿意度有顯著的正向影響。5.吸引力對忠誠度有顯著的正向影響。6.服務品質對滿意度有顯著的正向影響。7.滿意度對忠誠度有顯著的正向影響。
The purpose of this study is to explore the characteristics and correlation between swimmers and the swimming club of Water Bala for theirs attraction, service quality, satisfaction, and loyalty. The questionnaire is adopted as the research method in swimming club of Water Bala, Douliou city, Yunlin county and to collect 218 samples. The data is analyzed by descriptive statistics, One-Way ANOVA, and LISREL. The primary results are the following:1. The highest percentage of swimmers in swimming club of Water Bala is Male members who live in Douliou city , the age is around 20s year-old, the education is Bachelor degree, and the occupation is the student. The highest percentage of monthly salary has 2 groups, one is under 20,000 dollars, the other is between 20,000 and 40,000 dollars. 2. The main attraction of swimming club is aerobic skill. The equipment, safety and administration have a fine reputation of service quality. The highest percentage of satisfaction is human service. The swimmers have a highly loyalty to Water Bala. 3. The different customer profile of swimmers has a notable affection on attraction, service quality, satisfaction and loyalty. 4. In satisfaction, swimming club’s attraction has a notable positive affection. 5. In loyalty, attraction has a notable positive affection. 6. In satisfaction, service quality has a notable positive affection. 7. In loyalty, satisfaction has a notable positive affection. |
