| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 107 === In recent years, the concept of experiential marketing and relationship marketing has become the mainstream of the consumer market. How to retain customers? It is a topic of concern to many leisure sports service operators. The vigorous development of the sports and leisure service industry has made the paintball industry face a strong competition in the business. It has also begun to focus on the consumer experience and establish long-term relationships with customers to create market differentiation and thus enhance competitive advantage. Therefore, this study aims to underst and the current situation of paintball sports consumers, and to explore the differences between the painter sports consumers perceptions of the service experience, the customer relationship quality and behavioral intentions.
The questionnaires were sampled by the paintball sports consumers in the paintball field, and a questionnaire survey was conducted by means of convenient sampling. A total of 320 questionnaires were issued, 300 questionnaires were collected, and available samples 283 were received in the end. This study used SPSS22.0 for windows as a data analysis tool, through Descriptive Statistics, Factor Analysis, and Independent Sample t-test, One-Way ANOVA, Scheffe’s Method, Pearson Product-Moment Correlation and Multiple Linear Regression Analysis.
The results of this study have showed as followings :
(1) The main paintball sports consumers are male, whose age is under 20 years old students, oruniversity or college degree, and the monthly income is below NT$20,000.
(2) Service experience, relationship quality and behavioral intentions are significantly different in the demographic background variables.
(3) Service experience and relationship quality, service experience and behavior intention, relationship quality and behavior intention all show significant correlation positively.
(4) The “facility experience” and “information and professional experience” of the service experience； the “satisfaction”, “trust” and “commitment” of relationship quality all reveal significant influence on behavioral intentions.
Based on the research results, this study provides suggestions to paintball games management and recommendations for further research.
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