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題名:健身俱樂部服務品質之改善策略研究
作者:鄧建中
作者(外文):TENG, CHIEN-CHUNG
校院名稱:中華大學
系所名稱:科技管理博士學位學程
指導教授:裴文
蔡明春
學位類別:博士
出版日期:2022
主題關鍵詞:運動休閒產業健身俱樂部重要性績效缺口分析服務品質策略分析Sports industryFitness clubsIPGAService qualityStrategic analysis
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隨著智慧型手機與行動上網使用者普及,企業組織開始因應科技所帶來的便利性與即時性發展行動服務以便讓企業組織所提供的服務變得更加多元與全方位,也藉由提供更完善的服務內容來獲得消費者的肯定。目前健身俱樂部也開始提供行動服務,其所提供的行動服務內容主要以行動資訊服務與行動娛樂服務為主。此外,在健康意識高漲的今日,人們樂於從事運動來增進身體健康,在眾多的運動方式中,到健身俱樂部運動也成為民眾選擇的運動方式,在運動健身市場需求擴大下,許多健身俱樂部紛紛在各地設立據點,然而健身俱樂部要如何在市場中脫穎而出,服務品質便成為市場競爭重要的因素。對健康俱樂部管理者而言,如何在有限資源下,有效提升服務品質,提升顧客滿意度,更是重要的研究課題。有鑑於此,本研究期望深入探討健身俱樂部之行動服務對服務品質與顧客滿意度的影響情況;服務品質、運動健康信念與顧客滿意度之關聯性;行動服務與服務品質之主要待改善品質項目,並針對不同類型的行動服務與服務品質主要待改善之品質項目提出改善策略,以提供健身俱樂部管理者改善關鍵服務品質,提升市場競爭力參考。為達本研究目的,本研究以多位學者所建構的行動服務、服務品質、運動健康信念與顧客滿意度量表為基礎,發展出健身俱樂部行動服務、服務品質、運動健康信念與顧客滿意度量表。
本研究於臺北市、臺中市及高雄市三大城市對曾經到健身俱樂部運動的消費者發放562份問卷,回收有效問卷321份。問卷回收,本研究利用敘述性統計分析、 t 檢定、信度分析、因素分析、迴歸分析、以及IPGA分析等方法進行資料分析。主要研究結果發現,行動服務正向影響服務品質,行動服務正向影響顧客滿意度,行動服務為影響服務品質與顧客滿意度的重要前因變項。服務品質正向影響運動健康信念。運動健康信念正向影響顧客滿意度。服務品質正向影響顧客滿意度。服務品質為影響運動健康信念與顧客滿意度重要前因變項。健身俱樂部行動服務主要待改善項目分別為「行動APP能安全保護我的個人資訊」、「行動APP不會將我個人資訊分享給其他人」、「行動APP的系統是能正常運作」、「行動APP系統不會當機」、「當行動APP發生問題時,可以快速修護」、「行動APP會定期更新訊息提供最新的服務」、「行動APP提供良好的服務保證」、「行動APP提供的訊息是正確無誤的」、「行動服務網能立即處理我的問題」、「行動APP會按照我的查詢需求完成服務」以及「行動APP能快速完成我的查詢需求」。健身俱樂部之主要待改善之服務品質項目為「更衣室與廁所安全舒適」、「服務人員專業技能佳」、「健身課程收費合理」、「上健身課程時的空間規劃」、「健身俱樂部整體規劃完善」、「服務人員很友善」、「服務人員專業知識豐富」、「服務人員能快速處理與回應問題」、「健身設備安全無虞」以及「服務人員樂於助人」等。
The popularity of smart phones and mobile Internet users has prompted many companies to develop mobile services in response to the convenience and immediacy brought by technology. In order to make the services provided by enterprises become more diversified and comprehensive, and also by providing more perfect service content to win the recognition of consumers. At present, fitness clubs have begun to provide mobile services, which mainly include mobile information services and mobile entertainment services. In addition, in today's high health awareness, people are willing to engage in sports to improve their health. Among many sports methods, going to fitness clubs has become the way people choose to exercise. With the expansion of the sports fitness market demand, many fitness clubs have with strongholds established in various places, service quality has become an important factor in market competition in order for fitness clubs to stand out in the market. For fitness club managers, how to effectively improve service quality and customer satisfaction under limited resources is an important research topic. In view of this, this research expects to deeply explore the impact of mobile services of fitness clubs on service quality and customer satisfaction, the relationship between service quality, physical exercise health belief and customer satisfaction, mobile service and service quality are mainly quality items to be improved, as well as different types of mobile services and service quality. The main quality items to be improved propose different management strategies to provide fitness club managers with a reference for improving key service quality and enhancing market competitiveness. In order to achieve the purpose of this research, this research developed a fitness club mobile service, service quality, physical exercise health belief and customer satisfaction scale based on the mobile service, service quality physical exercise health belief and customer satisfaction scale constructed by many scholars.
This study conducted a questionnaire survey on consumers who have been to fitness clubs. 562 questionnaires were distributed in Taipei City, Taichung City, and Kaohsiung City, and 321 valid questionnaires were collected. This study uses descriptive statistical analysis, t test, reliability analysis, factor analysis, regression analysis, and IPGA methods to analyze data. The main research results found that mobile service quality has positive impact on service quality and customer satisfaction, indicating that mobile service is an important antecedent variable affecting service quality and customer satisfaction. Service quality positively affects physical exercise health belief. Physical exercise health belief positively affects customer satisfaction. Service quality positively affects customer satisfaction. Service quality is an important antecedent variable affecting physical exercise health belief and customer satisfaction. The priority items of improving the mobile service of fitness clubs are as follows: “Mobile App can securely protect my personal information”, “Mobile App will not share my personal information with others”, “Mobile App system is functioning properly”, “Mobile App system will not crash”, “Quick repair can be done when the mobile App malfunctions”, “Mobile App will periodically update the information to provide the latest services”, “Mobile App provides a good service guarantee”, “The message provided by the mobile App is correct”, “Mobile service network can handle my problems immediately”, “Mobile App will complete the service according to my query” and “Mobile App can quickly complete my query demands”. The priority items of improving the service quality of fitness clubs are as follows: “Changing rooms and toilets are safe and comfortable”, “Staff have good professional skills”, “Fitness courses are reasonably priced”, “Space plan for fitness courses”, “Overall complete plan for fitness clubs”, “Staff are friendly”, “Staff are knowledgeable”, “Staff can quickly handle and respond to problems”, “Fitness equipment is safe” and “Staff are willing to offer help”.
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