A Study of Taipei Sport Centers Consumers’ Attitude Regarding the Service Quality, Perceptive Value and Satisfaction

• Main Authors: Su-Cheng Hsu, 許樹錚
• Other Authors: Mei-Yen Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/01785530630397662659

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 100 === The main purpose of this study is trying to understand Taipei Sport Centers Consumers’ attitude regarding the service quality, perceptive value and satisfaction degrees. Using questionnaire as study tool to conduct sampling survey on the consumers of the 12 Taipei Sport Centers, 840 questionnaires has been sent, and retrieved 549 copies, the retrieve rate is 65.4%, while the rate of effective questionnaire is 65.3%. Using SPSS statistic software to analyzing the data, Based on the descriptive statistical analysis, oneway ANOVA, t-test, And reached the following result: 1.The gender ratio of Taipei Sport Centers’ consumers is about equal in amount. Most of them are living in Taipei Municipal and New Taipei Municipal area, their education level are above college level, the personal average monthly income of these consumers are below 20,000 NT dollars. Regarding their profession, most of them are students, with service business and commercial cane next, most of the consumers came to the Sport Centers 1-2 times every week. 2.There is a difference among the consumers of different “time section” regarding satisfaction, of which during the non-public-welfare time section the satisfaction degree is higher than the public welfare time section, indicates that consumers are willing to pay more in order to get better service quality. 3.There is an obvious difference on satisfaction according to the statistic variations regarding “gender” and “education level”; of which male are inclined to positive agreement than female, and higher the education level, the lower the expectation to satisfaction. 4.The research result found out that on “Quality” and “reputation”, regardless to different time section, gender and education level, both inclined obviously to positive agreement. 5.Among the motive, perceptive value , and satisfaction degree of the consumers of various Taipei Sport Centers，all have an obvious positive relationship, and perceptive value and satisfaction indicates highly related connections. Regarding to the suggestions to the managers of Taipei Sport Centers: 1. To consolidate the loyalty of the non-public welfare time section consumers. 2. To develop the consumer group of non-public welfare time section. 3. To augment the inducement of time, so as to enhance satisfaction. As for the suggestions to the subsequent researchers, it is suggested that on research variation factors, research subjects, and research methods should be broadened, thus to be more through and perfection.