A study of Correlation among the Participation motives, the Customer Satisfaction and the Customer Loyalty of the Table Tennis Club Members in Tainan

• Main Authors: Wei-Hsing Yun, 雲惟興
• Other Authors: Chun-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/66363269202799083169

碩士 === 美和科技大學 === 經營管理研究所 === 101 === In recent years, the good performance of our table tennis players in international games leads to a table tennis fever and a table tennis club boom as well, particularly in Tainan City, where table tennis is always popular. This study would like to know the development of table tennis club in Tainan City, and find out the correlation among the participation motives of the members, satisfaction and loyalty. First, we did an exploratory research. Three representative people of table tennis clubs in Tainan City were interviewed to understand the current club business situation. Second, questionnaire survey proceeded through convenience sampling for the table tennis club members in Tainan City. Of the distributed 240 questionnaires, 235 returned. Statistical analysis, reliability test and validity test were done with SPSS 19.0. Statistical methods used in this study were factor analysis, internal consistency, descriptive statistics, t-test, ANOVA, correlation analysis, and regression analysis. The findings are as follows, and accordingly, suggestions are provided as the reference for those who are concerned. 1. The major operation problems of the table tennis club in Tainan City are small court space, insufficient funds, and restricted open time. 2. Customer satisfaction varies significantly with age, occupations, income, experience, monthly attendance, position, and participation motives. 3. Customer loyalty varies significantly with occupations, experience, position, and living area. 4. Customer satisfaction at the dimensions of convenience, price promotion and service significantly has positive impact on attitude loyalty. 5. Customer satisfaction at the dimensions of price promotion and convenience significantly has positive impact on behavior loyalty.