隨著社會經濟的發展，臺灣的產業結構正逐漸轉變，服務業為經濟發展的主流，在這樣的時空背景下，運動休閒俱樂部產業也曾面臨強烈的競爭，如今，一些運動休閒俱樂部透過一波又一波人力精簡政策的實施來降低人事成本，以求取更多的營運利潤，同時致力於提升服務品質的策略。服務文化乃是組織文化的一種，服務文化不僅強調品質的提昇，同時也聚焦於服務意識和服務態度，因此，本文嘗試從組織文化的觀點來論運動休閒俱樂部服務文化之型塑，繼之提出日後推廣上的建議，以供相關單位參考。

With its social and economic development, Taiwan's industrial structure has undergone a change; the service industry has become the backbone of its economic development. Under such circumstances, recreational sports clubs are experiencing drastic competition; some are now adopting a personnel streamlining policy to reduce costs and to increase profits, while putting great effort into improving their service quality. Service culture is part of organizational culture; it not only emphasizes the enhancement of service quality but also focuses on service ideology and service attitude. Therefore, this study aimed to explore the formation of service culture in recreational sports clubs from the perspective of organizational culture. In addition, suggestions are proposed as references for future promotions and for relevant club managers.