The Study of Consumer Behavior and Satisfaction on BOT Performance of Sports Facilities–An Example of Nanhu High School Sports Center.

• Main Authors: Jung-Li Su, 蘇榮利
• Other Authors: Hung-Yan Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/31896032792814750686

碩士 === 輔仁大學 === 體育學系碩士班 === 97 === The purpose of this study is to discuss consumer behavior and consumer satisfaction from demographic viewpoint. In the case study on Nanhu High School Sports Center, first, to analyze the differences of consumer behavior and satisfaction of different groups of people. Second, discuss how consumer behavior affects consumer satisfaction.In this case study, questionnaires are used to gather information from 500 consumers of Nanhu High School Sports Center. And then, use descriptive statistics, chi-square test, One-way ANOVA and Sheffe method and Square statistics of card to analyze the information collected from the questionnaires. The conclusions of the case study are as follows: 1.Demographically, the ratio of male customers was slightly higher than that of female; the age of most of the consumers is between 21 and 30; the average education degree is bachelor; most of the consumers’ occupations are business or financial related; most consumers are single. Most of the consumers make less than NT$20,000 per month. Most of the customers get the information about Nanhu High School Sports Center from their relatives, friends and colleagues; the main reason they go to the sport center is “to keep fit and exercise”, most of them go to the center at 5:00-10:00 PM on weekdays and any time on weekend and holidays; the average time of stay is about “1.5-2 hours”; most of the consumers go to the center with friends, and “discount” is their favorite promotion program. 2.The demographic variables of consumers make substantial differences on the customers’ behavior, such as preferred way of transportation, commute time, weekly frequency, preferred time to go to the sport center, time of stay, and preferred promotion program. 3.The demographic variables of consumers, such as age, occupation, education background, and average monthly income, make substantial differences on the consumers’ satisfaction. 4.The level of consumers’ satisfaction were significantly affected by consumer behavior, such as the time they went to the sport center, time of stay, their exercise partners, and preferred promotion program.