健身俱樂部之品牌知名度、顧客滿意度與再購意願之研究

Translated title of the contribution: The Research on Sports Club of Brand Awareness, Customer Satisfaction and Repurchase Intention

洪至祥, 黎正評, 宋映呈, 張可欣

Research output: Contribution to journalArticle

Abstract

The research of fitness club consumers for the study, the survey exercise different background variables involved in the case, and verification brand awareness, customer satisfaction and repurchase intention to fitness club for the subject's consumers influence level. Use the proportional sampling mode, issuing a total of 600 questionnaires, 422 copies, deduct respondents had incomplete questionnaires were invalid and other 22, a total of 400 valid questionnaires, the effective rate was 66.67 %. Statistical analysis mode contains descriptive statistical analysis, reliability analysis, confirmatory factor analysis and structural equation model. The results were: First, brand awareness directly affect the results of customer satisfaction is .631; Second, the customer satisfaction on repurchase intention directly affect the results of .574; Third, the brand recognition of the direct effect of repurchase intention is .283, in addition to brand awareness indirectly affect customer satisfaction as .362, and .645 for the total effect .
Original languageTraditional Chinese
Pages (from-to)63-77
Number of pages15
Journal運動休閒管理學報
Volume13
Issue number3
DOIs
Publication statusPublished - 2016

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Keywords

  • Partial Least Squares Method
  • Fitness
  • Consumer
  • Confirmatory Factor Analysis

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