| Summary: | 碩士 === 輔仁大學 === 體育學系碩士班 === 95 === The purpose of this research was to investigate the situation of the customers’ perceived value, relationship quality and loyalty on Taipei City Beitou Sports Center. In addition, the research examined the prediction of the three variables.
A total of 500 customers of Beitou Sports Center were involved in the investigation. The questionnaire was a researcher-designed instrument consisted of four parts collecting data of the customers’ perceived value, relationship quality, loyalty and customers’ characteristics of demographic variables. The data collected were analyzed via descriptive analysis, independent sample t-tests, one-way ANOVA, multiple stepwise regressions and hierarchical multiple regression were analyzed by spss 12.0.
The study found:
(a)The sequence of the perceived value was functional benefits, product and service value, and perceived cost. The sequence of the relationship quality was organization quality, product quality, and product quality. The sequence of the customers’ loyalty was attitude loyalty and behavior loyalty.
(b)It was found the significant differences on customers’ perceived value by the customers’ gander, age, marriage, career, the participative way, the length of staying, and the frequent used facility. It was found the significant differences on relationship quality by the customers’ age, education, career, and marriage. It was found the significant differences on customers’ loyalty by the customers’ gander, age, education, career, marriage, the length of staying, and the frequent used facility.
(c)Functional benefits and product and service value of perceived value can positive predict product quality, staff quality, and organization quality of relationship quality; Perceived cost of perceived value can negative predict the product quality, and organization quality of relationship quality.
(d)Product and service value of perceived value can positive predict the attitude loyalty; Functional benefits of perceived value can positive predict the behavior loyalty.
(e)Product quality, and staff quality of relationship quality can positive predict the attitude loyalty; Product quality, and organization quality of relationship quality can positive predict the behavior loyalty.
(f)The results of analysis presented that relationship quality was mediate variables between customers’ perceived value and loyalty.
Product quality and staff quality were the mediate variables between functional benefits and attitude loyalty; Product quality and organization quality were the mediate variables between Product and service value and behavior loyalty.
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