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論文名稱(中文) 公辦民營運動中心的顧客關係、顧客滿意度與顧客忠誠度探討 - 以台南永華運動中心為例
論文名稱(英文) The relationship among customer relationship, customer satisfaction and customer loyalty in public private sport centers : An empirical study of Tainan Yonghua Sports Center.
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 107
學期 2
出版年 108
研究生(中文) 梁家偉
研究生(英文) Chia-Wei Liang
學號 RD6061073
學位類別 碩士
語文別 中文
論文頁數 95頁
口試委員 指導教授-張紹基
口試委員-林軒竹
口試委員-曾瓊慧
中文關鍵字 顧客關係  顧客滿意度  顧客忠誠度  國民運動中心 
英文關鍵字 customer relationship  customer satisfaction  customer loyalty  sport center 
學科別分類
中文摘要 本研究主要探討顧客關係、顧客滿意度與顧客忠誠度之間的相互關係,以台南市永華國民運動中心的顧客為研究問卷調查對象,本研究以隨機抽樣方式,共回收有效問卷有434份,並以SPSS統計軟體作為研究統計分析工具,進行信度分析、因素分析,敘述性統計分析,皮爾森相關分析與迴歸分析,最後得到以下結論:
1. 顧客互動對顧客滿意度有正向顯著影響。
2. 附加價值對顧客滿意度有正向顯著影響。
3. 顧客描繪對顧客滿意度有正向顯著影響。
4. 顧客互動對再購意願有正向顯著影響。
5. 附加價值對再購意願有正向顯著影響。
6. 顧客描繪對再購意願有正向顯著影響。
7. 顧客互動對交叉購買有正向顯著影響。
8. 附加價值對交叉購買有正向顯著影響。
9. 顧客描繪對交叉購買有正向顯著影響。
10. 顧客滿意度對再購意願有正向顯著影響。
11. 顧客滿意度對交叉購買有正向顯著影響。
12. 顧客滿意度對顧客互動與再購意願之間,有中介效果。
13. 顧客滿意度對附加價值與再購意願之間,有中介效果。
14. 顧客滿意度對顧客描繪與再購意願之間,有中介效果。
15. 顧客滿意度對顧客互動與交叉購買之間,有中介效果。
16. 顧客滿意度對附加價值與交叉購買之間,有中介效果。
17. 顧客滿意度對顧客描繪與交叉購買之間,有中介效果。
英文摘要 The purpose of this paper is to explore the relationships among customer relationship, customer satisfaction and customer loyalty in Tainan Yonghua Sports Center of the sport industry. I adopt purposive sampling to obtain questionnaire data. There are total of 434 valid questionnaires that I collected. The findings suggest that : (1) Customer relationship (customer interaction, value added and customer profiling) has a. significant positive impact on customer satisfaction; (2) Customer relationship (customer interaction, value added and customer profiling) has a. significant positive impact on customer loyalty (repurchasing intention and cross buying); (3) Customer satisfaction has a significant positive impact on customer loyalty (repurchasing. intention and cross buying); (4) Customer satisfaction has a mediating effect between customer relationship and customer. loyalty.
論文目次 目錄
摘要 I
Extend Abstract II
誌謝 VI
目錄 VII
表目錄 IX
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討與研究假說 6
第一節 公辦民營運動中心概況 6
第二節 顧客關係 10
第三節 顧客滿意度 14
第四節 顧客忠誠度 20
第五節 各構面關係之探討與假說 25
第三章 研究方法 30
第一節 研究架構 30
第二節 各構面之操作型定義與衡量 32
第三節 研究對象與資料蒐集 37
第四節 資料分析方法 38
第五節 前測分析結果 40
第四章 研究結果 47
第一節 資料分析 47
第二節 信度分析 53
第三節Pearson相關分析 56
第四節 迴歸分析 58
第五章 結論與建議 79
第一節 結論 79
第二節 研究限制與建議 83
參考文獻 84
中文文獻 84
英文文獻 87
附錄 91
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