服务品质-研究发展处-德霖.doc

服務品質、顧客滿意度與再消費意願之研究 ─以臺大綜合體育館為例 陳慧峰1、張文榮2 12德霖技術學院休閒事業管理系 助理教授 隨著健康時代的來臨，國內民眾利用休閒之餘來追求運動的動機有日益遽增的趨勢。有鑑於此，政府近年來積極推展全民運動不遺餘力並在各縣市興建大型運動中心，若再加上既有的民間健身房與學校的體育場館，國內全民休閒運動的普及已不再是遙不可及。本研究是以臺大綜合體育館為例，探討該場館的服務品質與的滿意度是否會影響使用再次前往消費的意願。本研究是以份有效樣本並配合敘述統計、相關分析、多元迴歸分析與變異數分析來驗證本研究的四個研究假設。研究結果發現：臺大綜合體育館的服務品質對顧客滿意度存在正向影響。其次服務品質與顧客滿意度皆能對使用者再次前來消費的意願有正向影響。最後，本研究也會提出結論、建議及管理意涵。 關鍵字： 通訊作者：張文榮 The Relationships among Service Quality, Customer Satisfaction and Re-consumption Intention—A Study of NTU Sport Center Hui-Feng Chen1, Wen-Jung Chang2 12Assistant Professor of Leisure Business management of Delin Institute of Technology Abstract With health age, people use their leisure time to pursue sports motivation increasingly dramatic increase trend. In recent years, the government spared no effort to actively promoting the national sport and the construction of a large sports center in the city and county, plus both the folk schools gymnasium and sports venues, the popularity of domestic universal recreational sports is no longer out of reach. This study is an example of NTU sport center students to explore whether the service quality of the venues and customer satisfaction will affect the user wishes once again to the consumer. This study is based on 300 valid samples and with descriptive statistics, correlation analysis, multiple regression analysis and analysis of variance to verify the four hypotheses of this study. The results showed: NTU sport center service quality exist a positive impact on customer satisfaction. Second, service quality and customer satisfaction have encountered have positive effects on the user wishes come again consumption. Finally, this study will make conclusions, recommendations and managerial implications. Keywords: Service quality; Customer satisfaction; Re-consumption intention; NTU sport center Corresponding author: Wen-Jung Chang 壹、前言 近年來由於臺灣經濟發展，使得國人的生活品質總體獲得提昇，也改變了傳統社會的價值觀程紹同，1997。隨著健康時代的來臨，國人從事休閒運動的動機也日益強烈。因為休閒運動提供人們釋放壓力與紓解身心的機會。從經濟學的供給與需求層面而言，運動產業的發展