| Summary: | 碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 98 === The purpose of this study was to explore the Strategic Experiential Modules (SEMs) consumer importance and satisfaction: A case study of Extremely Fitness Center. Using the SPSS 17.0 software package for operation, with descriptive, t-Test, one-way ANOVA, Pearson product-moment correlation and Importance - Performance Analysis (IPA) methods for analysis. The data collected from those 423 questionnaires, and an applicable rate of 97%. The major findings of the research are as follows:
1.Most of the consumers were female; Their major age was raging between 21-30 and 31-40 years old; Most of consumers were signal; The major occupation was business/service industry; The major education background group was associate bachelor degree or bachelor degree; The major personal monthly income to 20,001-40,000NT; Most of they are at 06:00 p.m. into the finess center and about 2 and 4 times per week to take exercise; Choice of movement because they like fitness center environment and most of them are only learned through relatives and friends to know the fitness center.
2.Different gender and personal monthly income background show significant difference to the experiential marketing importance and satisfaction.
3.Importance and satisfaction has direct positive impact on Strategic Experiential Modules.
4.According to the Importance - Performance Analysis that “fitness center design style”, “Broadcasts music style” and “Exercise in the fitness center can increase my knowledge of fitness or sports” are priorities should be imporved immediately.
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