| Summary: | 碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 100 === After “the sports center” has been established by Taipei City Government, many related researches have been conducted. Most of these researches focused on service quality, loyalty, satisfaction, consumer behavior, participating motivation and performance evaluation. Former studies emphasized the impacts of service quality on customer’s satisfaction, loyalty, and purchase intention. Only a small number of studies discussed the relationship between service quality and customer’s quality of life.
Based on the bottom-up theory of subjective well-being, service quality of sport centers influenced customers’ subjective well-being by their satisfaction. There were total of 420 questionnaires from the customers or athletes in the “Sports center of Taipei,” 397 of them are effective and analyzed by multiple linear regression. The study’s results are as follows.
1. Significant differences toward received of service quality and satisfaction have been found among different gender. Significant differences toward subjective well-being have been found among different gender and age.
2. Gender is positive correlation with service quality, satisfaction, and subjective well-being. There is a positive correlation with age and subjective well-being. Service quality is positive correlation with satisfaction and subjective well-being. There is a positive correlation between satisfaction and subjective well-being.
3. Lastly, the satisfaction partially mediated the relationship between service quality and subjective well-being.
This study proved the operative model between service quality and subjective well-being and confirmed that the customers’ satisfaction in the sports center is a meditative factor between service quality and subjective well-being. The results are presented the importance of service quality and satisfaction. These factors not only affect loyalty and repurchase intention but also raise the happiness of people. In addition to physical health, we can enjoy better life by increasing psychological health when we experience good service quality from sports center.
The suggestions of this study are that the government could encourage people to exercise to reduce social cost like medical treatment. In addition, the managers of sports center could create new revenue resources through aiming at different market segments. Except pursuing benefits, sports center could strengthen public relation with the community by the concept of social marketing.
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