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題名:從共創價值談健身俱樂部忠誠度之跨層次分析研究
作者:李芃曄
作者(外文):LEE, PENG-YEH
校院名稱:國立雲林科技大學
系所名稱:企業管理系
指導教授:潘立芸
徐欽賢
學位類別:博士
出版日期:2022
主題關鍵詞:健身俱樂部共創價值忠誠度跨層次分析Fitness ClubsValue Co-CreationLoyaltyHierarchical Linear Modeling
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人們參加健身俱樂部已經成為一種流行趨勢,經營者面臨越來越多的競爭與挑戰,不斷思考如何創造顧客及員工的忠誠度。而由於健身俱樂部這產業別是需要較多的參與跟互動,因此當經營者讓顧客及員工參與共創價值行為,是否能藉此增加顧客及員工對健身俱樂部的忠誠度為本研究探討重點。本研究分別以兩個研究進行探討,研究1是以台灣地區健身俱樂部會員為研究對象,以便利抽樣的方式共發出450份問卷,回收有效問卷數為433份,有效回收率為96.2%,最後透過結構方程模式(Structural Equation Modeling, SEM)進行研究假說分析,研究結果顯示:共創價值行為對顧客信任有顯著影響效果;共創價值行為對顧客滿意度有顯著影響效果;共創價值行為對顧客忠誠度有顯著影響效果;顧客信任對顧客忠誠度沒有顯著影響效果;顧客滿意度對顧客忠誠度有顯著影響效果。
研究2則是以台灣地區健身俱樂部抽取30間的全職員工為研究對象,以便利抽樣的方式共發出350份問卷,回收有效問卷數為300份,有效回收率為85.7%,最後透過階層線性模式(Hierarchical Linear Modeling, HLM)進行研究假說分析,研究結果顯示:組織層次的個人化對共創價值行為有顯著影響效果,隱私權及企業社會責任對共創價值行為沒有顯著影響效果;個人層次的員工共創價值態度與員工共創價值主觀規範對員工忠誠度有顯著影響效果;在跨層次分析方面組織層次的共創價值行為沒有顯著影響對個人層次的員工忠誠度。研究結果供健身俱樂部相關產業提出管理建議及填補共創價值理論應用完整性。
While it has become a trend for people to join fitness clubs, operators are facing increasing competition and challenges. Thus, operators are constantly thinking about how to create customer and employee loyalty. Since the fitness club industry needs relatively more participation and interaction, this study focuses on whether operators can increase customer and employee loyalty to fitness clubs by value co-creation with customers and employees. This study is based on two research cases, one of which was conducted by members of fitness clubs in Taiwan, with a total of 450 questionnaires were sent out through convenience sampling and 433 valid questionnaires were collected. The effective questionnaire rate was 96.2%, and hypothetical analysis was carried out through Structural Equation Modeling. The results showed that: Behavior toward value co-creation has a significant effect on customer trust; Behavior toward value co-creation has a significant effect on customer satisfaction; Behavior toward value co-creation has a significant effect on customer loyalty; Customer trust has no significant effect on customer loyalty; Customer satisfaction has a significant effect on customer loyalty.
Another research was conducted by 30 full-time employees from fitness clubs in Taiwan, with a total of 350 questionnaires were sent out through convenience sampling and 300 valid questionnaires were collected. The effective questionnaire rate was 85.7%, and the results of the study, which was conducted through the Hierarchical Linear Modeling hypothesis, showed that: Personalization at the organizational level has a significant effect on value co-creation; Right of privacy and corporate social responsibility have no significant effect on value co-creation; Employee's subjective norms for value co-creation and employee's attitudes toward value co-creation at the individual level have a significant effect on employee loyalty. The value co-creation behavior at the organizational level in cross-level analysis has no significant effect on employee loyalty at the personal level. The results of the study provide the fitness club-related industries management suggestions and fill the integrity of the application of value co-creation theory.
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二、網路參考文獻
1. 台灣趨勢研究。取自:https://www.twtrend.com/trend-detail/gymsurvey01/
2.教育部體育署國民體育季刊。取自:https://www.sa.gov.tw/Resource/Ebook/637357662690779256.pdf
3.WHO. 取自: https://www.who.int/gho/publications/world_health_statistics/2019/en/
4. IHRSA.取自: http://cms.ihrsa.org/IHRSA/viewPage.cfm?pageId=152

 
 
 
 
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