A Study of Service Quality, Customer Satisfaction and Customer Loyalty of Trainees' Parents of Taekwondo Hall in Taoyuan County

• Main Authors: Chen-line Chou, 周珍璉
• Other Authors: Tsung-Wen Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/46680089647335148480

碩士 === 國立體育大學 === 體育推廣學系 === 102 === The purpose of this research is to comprehend the consumer spending behavior of Taekwondo training centers in Taoyuan County. There are three main focuses of the study which are services quality, customer satisfaction, and loyalty. The consumers, the parents of Taekwondo students, were asked to fill out the questionnaires designed by the author for data collection. This paper studies a total of 500 questionnaires were issued, recovering valid questionnaires 381 shares and the rate of return was 45%.The results of consumer spending behavior are as followed: 1. About services quality: Guarantee and care provided by the training center were the main option to be considered. 2. About customer satisfaction: The professional and skillful coach was the first option. 3. About loyalty: Consumer showed the loyalty when they wanted to keep learning and pay the fee in the same training center. 4. Gender and career: Different gender and career had different options on services quality. Different gender had different options on customer satisfaction. And different education status had different options on loyalty. 5. The relation between services quality, customer satisfaction, and loyalty was positive correlation Finally, based on the results of this study, suggestions for practical application and future direction are provided.