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| Title: | 連鎖健身俱樂部會員商店印象與忠誠度之研究 |
| Authors: | 沈宜臻 |
| Contributors: | 祝鳳岡
沈宜臻 |
| Date: | 2002 |
| Issue Date: | 2016-05-09 16:10:41 (UTC+8) |
| Abstract: | 國內具專業性質的健身俱樂部逐漸興起，健身企業如何建立與顧客良好的關係是值得研究的課題。過去研究對健身俱樂部產業所做的研究鮮少對其商店印象層面作深入的探討；由於在都會地區之連鎖形式的健身俱樂部又相繼崛起，加入的會員亦越來越多，如何建立良好的商店印象是健身企業亟需加強並努力的方向。本研究主要探討台灣連鎖健身俱樂部之整體商店印象與對連鎖健身俱樂部之會員忠誠度，並檢驗整體商店印象與會員忠誠度之相關性。
本研究回收亞力山大、加州、中興、佳姿及沛力雅等五家連鎖健身俱樂部會員之有效問卷477份，經統計分析得出以下結論：
1.連鎖健身俱樂部會員均重視服務人員的態度及專業；多數會員對大眾交通因素及服務態度因素較滿意。
2.會員之整體商店印象與會員忠誠度呈顯著正相關；不同連鎖健身俱樂部會員之忠誠度呈顯著差異。
3.本研究發現連鎖健身俱樂部會員生活型態共分為求新流行、理性務實、便利導向、購物資訊及保守安分五種類型。
4.不同連鎖健身俱樂部會員之人口統計變項及生活型態變數均對整體商店印象有顯著影響。
5.不同連鎖健身俱樂部會員之人口統計變項及生活型態變數均對會員忠誠度有顯著影響。
經由對整體商店印象評價之分析後，本研究對連鎖健身俱樂部之具體建議如下：
1.價格盡可能合理化並朝「物超所值」之目標改進。
2.增設及推廣免付費服務專線，聽取會員之抱怨，進而強化服務制度。
3.解決會員就近停車問題，增加連鎖健身俱樂部之使用率。
4.加強個人化服務，落實顧客關係管理。
最後，本研究對於個別連鎖健身俱樂部提供重點之實務建議，作為連鎖健身俱樂部改進之參考。
The local professional health clubs are getting prosperous. How do the health club managers keep good relations with their customers? It`s worthy of examining it. The past research works have conducted with different aspects except the store image issue. Due to the health club chains in metropolitan area are increasing and yielding a lot of members than before, managers should be exigent to strengthen the store image. The main purposes in this research are to study the health club chain store image, the member loyalty, and the relation between those above.
The research collected 477 effective questionnaires from examinees, who are members of Alexander Health Club, California Fitness Center, Super-shape Health Club, Youth-camp Health Club and Play-up Health Club. The statistical results were found as follows：
1.The health club chain members all emphasize on the attributes of servants` attitude and profession. Most of them were satisfied with the factors of mass transportation and services.
2.The store image and member loyalty were positively correlated.
3.The members` life styles are divided into five categories：fashion lover, rational person, convenience seeker, informed shopper and conservative.
4.Different health club chain members` demographic and life style variables have an impact on the store image judgment.
5.Different health club chain members` demographic and life style variables have an impact on the member loyalty.
The study suggest the four recommendations for the health club chain stores reference：
1.Make the price more reasonable and the quality excellent with less money.
2.Set up and promote the free service line to hear the complaints of members; then the health clubs can improve the service systems.
3.Solve the problem of few parking spaces nearby to enhance the usage of the health clubs.
4.Strengthen the customized service to effect the customer relationship management.
Finally, the study found an interesting result that there is a significant relevance between the store image and the member loyalty. |
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| Description: | 碩士
國立政治大學
廣告學系 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#A2010000199 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
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