碩士 / 國立高雄應用科技大學 / 高階經營管理研究所碩士在職專班 / 106 / The implementation of the “two days off a week” policy and the rising public health consciousness contribute to people’s increasing demand for service quality leisure activities in Taiwan. In recent years, there has been a rapid increase in the number of new swimming clubs. Diversification is adopted for the operation of these clubs; with compound management, these clubs provide warm water pools, hydrotherapy pools, and spas, as well as integrate gyms with aerobics studios to meet the needs of different customer groups.
This research aims to explore the relationships among service quality, relationship quality, and customer loyalty of the Dadi Swimming Diving Club. The results of this research can be used by an enterprise as a reference for obtaining an understanding of how to improve its service quality and maintain its relationship quality in order to increase its customer loyalty, whereby it can develop its competitive strength in the market and operational strategies.
This research adopts the questionnaire survey method, with the Dadi Swimming Diving Club as its research subject; 300 valid questionnaires were recevered. Data analysis and hypothesis tests were conducted using SPSS statistics 24. The causal effects of service quality and relationship quality on customer loyalty in the swimming industry were explored. An understanding of management connotations was obtained, and corresponding operational strategies were formulated.
The results show that: (1) Service quality has a significant effect on relationship quality. (2) Relationship quality has a significant effect on customer loyalty. (3) Service quality has a significant effect on customer loyalty. (4) Relationship quality has a mediation effect on the relationship between service quality and customer loyalty.
| Identifer | oai:union.ndltd.org:TW/106KUAS1457008 |
| Date | January 2018 |
| Creators | Yen-Chun Wang, 王燕君 |
| Contributors | Jung-Fang Chen, 陳榮方 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 102 |
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