| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 94 === ABSTRACT
The goal of this research is to analyze the motivations of Taichung Health and Fitness Club members’ participation, their participating behavior, the customer satisfaction level and brand loyalty, and to further analyze the relationships between participating motivations and participating behavior, participating behavior and the customer satisfaction level, participating behavior and brand loyalty. Lastly, to make a comparison of their participation reasons, their behavior, the customer satisfaction level and brand loyalty between male and female members. There were 398 valid returns from 450 Taichung Health and Fitness Club members. After description statistics, individual sample examinations and Pearson Correlation analysis, the following conclusions were obtained:
1. The number of non-lifetime members in Taichung Health and Fitness Club is much higher than lifetime members; the most frequently used by club members are “cardiovascular facility” and “group class”; majority of members come to club from “their homes”; majority of members come to club “by himself/herself”.
2. The motivations of participation are “Knowledge Demand”, “Social Demand”, “Achievement Demand” and “Health Demand”. The highest rank is “Health Demand” at 4.21, followed by “Achievement Demand” at 3.64, “Social Demand” at 3.43 and “Knowledge Demand” at 3.16.
3. As for behavior aspect, the highest frequency of member usage is two visits per week. The visits will last for 1 – 2 hours at most. The highest visiting time interval is between 18.00 – 21.00.
4. The overall customer satisfaction level is at 3.54. As for “Service Attitude” for members, it is about 3.89. “Facilities and Curriculum” is at 3.77, “Convenience” at 3.66, “Price and Promotion” at 3.15 and “Image and Atmosphere” at 3.45. The highest rank is “Service Attitude” while the lowest is “Price and Promotion”.
5. The overall brand loyalty for club members is at 3.38, if being asked this question “Will you recommend this health club to your relatives or friends?”. 220 members chose “Certainly” and “Yes” at 55.3%. As for “If your membership has expired, will you renew your membership?”, 193 selected “Very Willing” and “Willing” at 48.5%. The brand loyalty level is not high, it is somewhat slight low.
6. Taichung Health and Fitness Club members’ participation in reason and behavior (r=.185), participation in customer satisfaction level (r=.215) and participation in brand loyalty (r= .287) reveals the relational existence.
7. The participation reasons, behavior, the customer satisfaction level and brand loyalty between male and female members does not reveal much difference. (p＞.05)
Keywords: Health and Fitness Club, Participating Motivation, Participating Behavior,
Customer Satisfaction, Brand Loyalty
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