商業スポーツクラブにおける顧客満足と関与に関する研究 : サービス評価と利用行動特性に着目して

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The concepts of customer satisfaction and involvement have received substantial research attention by marketing researchers. Many researchers have mentioned about characteristics of highly satisfied customers : e.g., repeat purchases, frequent consumption and positive evaluation of cost. Some of these characteristics have also been regarded as the characteristics of highly involved customers. Few studies, however, have investigated customer satisfaction in relation to involvement. The purpose of this study was to examine the relationship between customer satisfaction and involvement in terms of service evaluation and use behavior at commercial sports clubs. Data for this study were obtained from 622 members of four commercial sports clubs in Aichi Prefecture. Each subject's satisfaction, involvement, and evaluation of the club service were measured by the use of questionnaire. Respondents were classified into four categories based on the satisfaction and involvement scores, and compared for differences in their evaluation and use behavior. The results of the study were as follows : 1) A high-involved member visited the club more frequently, spent more time per visit, and had a more positive evaluation of the benefits and membership fee than the low-involved. 2) The high-satisfied members had a more positive view of service performance than those less satisfied. It was supposed that such characteristics as frequent visits, long time use, and positive evaluation of the benefits and membership fee were signs of the highly satisfied customer. The results of the study, however, suggest that the much involvement rather than great satisfaction contributed to these characteristics.
中京大学の論文
1998-03-17

商業スポーツクラブにおける顧客満足と関与に関する研究 : サービス評価と利用行動特性に着目して

スポンサーリンク

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スポンサーリンク