| Summary: | 碩士 === 長榮大學 === 運動休閒管理學系(所) === 101 === Abstract
This study is directed at the members of the World Gym Sports and Fitness Club and explored the relationship between experiential marketing and members satisfaction. This study employs the method of questionnaire, in which 315 questionnaires in all were handed out. Except for those with incomplete data, there are altogether 293 effective samples and the recovery rate of effective questionnaires is up to 93%. This study conducts data processing according to its objectives and hypotheses and will use the SPSS 18.0 software package for data analysis. The research results show:
In this study, the Cronbach’s α value of the reliability analysis is 0.6 or higher, which indicates that the internal consistency is [high confidence], as shown in Table 4-1. Its validity analysis employs factor analysis. KMO (Kaiser-Meyer-Olkin) calibration analysis was conducted at the first stage. The KMO value here is 0.927, which indicates factor analysis is feasible. In addition, the x2 value of the spherical test of Bartlett is 3655.764 (degree of freedom: 351) is significant, which also indicates that factor analysis is feasible. The members of the Southern World Gym Sports and Fitness Club are mostly unmarried men. Its various demographic variables are strikingly different in terms of the sub-dimensions of experiential marketing. The analysis of present member satisfaction with experience shows that the following sub-dimensions score the highest points: Am I satisfied with the professional service offered by World Gym? （M=3.80） Has World Gym exercise eased my pressure? （M=4.18） Can World Gym improve my skills in sports and fitness? （M=3.90） Do my relatives and friends agree to go to World Gym for sports and fitness? （M=3.91） Do I continue to select World Gym for sports and fitness? （M=3.84）
It can be seen that operators should formulate the optimal strategies of experiential marketing to improve customer satisfaction.
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