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題 名 | 臺北市YMCA游泳訓練班消費者行為之研究=The Study of Taipei YMCA Swimming Program Consumer Behavior |
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作 者 | 鄭順璁; | 書刊名 | 國立體育學院論叢 |
卷 期 | 12:1 2001.10[民90.10] |
頁 次 | 頁175-187 |
分類號 | 528.961 |
關鍵詞 | YMCA游泳訓練班; 消費者行為; 顧客滿意度; YMCA swimming program; Consumer behavior; Consumers' satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討臺北市YMCA游泳訓練班的,消費者至游泳訓練班參與游泳池活動的訊息來源、動機、考慮因素,以及參與情形。並且調查其生活型態和游泳訓練班滿意情形。研究對象為YMCA在萬華、永吉及國立臺北護理學院所開辦的游泳訓練班的消費者。研究資料以t考驗、卡方考驗、單因子變數分析等加以分析。研究結果發現:YMCA游泳訓練班消費者訊息來源方面主要是以親朋好友同事介紹,平常最常接觸的媒體以電視為主。參與動機主要是以健康、適能為主。參與考量方面以家庭成員影響以及水質的好壞的考量為主。參與情形方面以早上為多,且大多是一年以下。這些消費者的生活型態主要是「體適能型」、「觀賞型」、以及「親友型」。在顧客滿意度方面以「課程費用」、「櫃檯人員」、「游泳池水質」、「游泳器材」、「安全設施」、「教學內容」、「教練素質」、「教學方法」等滿意度高。最後建議瞭解現有顧客需求,提供專業誠懇的服務品質,可提高顧客的滿意度,在競爭激烈的新世紀,只有重視顧客的以公司才能永續經營。 |
英文摘要 | The purpose of this study was to understand the consumers' satisfaction to Taipei YMCA Swimming Program. The main investigation variables include swimming program information, participation motivation, participating consideration, participating situation, consumer lifestyle, and consumers' satisfaction. Subjects were selected from Taipei YMCA and NTNU. Statistic methods include descriptive statistics, t-test, Chi-squire, and one-way ANOVA. The results indicated that the swimming program information for consumers was mainly introduced by their family or partners. Secondly was noticed from everyday TV mass media. The mainly participated motivation was fitness. The first participation consideration was family and secondly consideration principle was water quality. The first participation time was in the morning. The main participation period was under one year. In lifestyle factor, first was "appreciate", second was "relatives and friends", third was "fitness". In consumers' satisfaction factors of "program fees", "service person", "water quality", "swimming materials", "safety installations", "content of courses", "coach quality" and "teaching method" were highly satisfaction. Finally the researcher of this study suggested that to understand consumers' need and provide profession service quality can improve consumers' satisfaction. It is very important, especially in the highly competition commercial era. |
本系統中英文摘要資訊取自各篇刊載內容。