A Study of Customer Consumer Motivation, Satisfaction and Loyalty in Swimming Leisure Club--A Case Study of Chiayi City Weishi Deng Swimming Healthy Square

• Main Authors: Yu-Pang Lin, 林育邦
• Other Authors: Ying-Chih Ho
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/32q2eq

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 102 === 　　The subject of this research is Chiayi City’s Weishi Deng Health Square and it aims to analyze the motivation, satisfaction and loyalty of its customers. The purposes are as below: A. to understand the current status of it customers’ motivation of consumption, degrees of satisfaction and loyalty; B. to compare the structure of its costumers regarding their motivation of consumption, degrees of satisfaction and loyalty; C.to analyze the relations of its customers’ motivation of consumption, degrees of satisfaction and loyalty and D. to float constructive suggestions to Weishi Deng as to its management. 　 　　400 questionnaires were distributed and have been analyzed when collected afterwards. The data is analyzed by descriptive statistics, factor analysis,One-Way ANOVA, regression analysis. The result shows that: A. Weishi Deng’s customers consist of primarily female and non-member customers and they mostly live in the West District of Chiayi City; B. customers go for the sole purpose of swimming; only a few of them would utilize other facilities provided; C. customers of different statuses show remarkable differences regarding their motivation of consumption, degrees of satisfaction and loyalty too; D. customers’ motivation of consumption has a positive influence of their degrees of satisfaction; and E. degrees of satisfaction has a positive influence on loyalty.