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題 名 | 休閒產業臺中市民營羽球館顧客消費體驗及滿意度之研究=Research on the Customers' Satisfaction and Consuming Experience at Badminton Centers |
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作 者 | 陳弘彬; 邱政鋒; 陳啟明; | 書刊名 | 大仁學報 |
卷 期 | 29 民95.12 |
頁 次 | 頁189-202 |
分類號 | 496.7 |
關鍵詞 | 羽球館; 顧客滿意度; 消費體驗; Badminton centers; Customers' satisfaction; Consuming experience; |
語 文 | 中文(Chinese) |
中文摘要 | 休閒運動的興起帶動羽球運動人口的增加,造成業者紛紛投入羽球場館的經營,在供過於求的情況下,有效的擬定行銷策略以瞭解顧客之需求提供顧客有更多的選擇,才能取得競爭優勢。本研究是針對臺中市羽球館消費者,以現場發放問卷隨機抽樣方式並現場回收問卷,總計共發出300份,有效問卷回收281份,回收率為93.6%。經統計分析結果顯示:1.消費者之性別及年齡變項在滿意度上達顯著差異。2.消費者之性別、年齡、婚姻、不同運動時段等變項在消費體驗上達顯著性差異。 |
英文摘要 | Because of the rapid increasing Population of badminton players and the boost of leisure and sports, more and more investments are involved in the business of building badminton court. Under the circumstance of over-providing, an effective marketing strategy which fits customers' needs in order to provide customers more options and obtain the advantages in the competition is crucial. This research aims to the customers in the badminton centers in Tai-Chung, three hundred questionnaires were granted by random and two hundred and eighty-one of them were retrieved effectively on the spot. The rate of retrieve is 93.6% and the analysis of the statistics manifests: 1. The variations of genders and ages of these consumers reflects obvious differences upon satisfaction; 2. The variations of consumers' genders, ages, marriage and varied exercising time show clear differences on consuming experience. |
本系統中英文摘要資訊取自各篇刊載內容。