本研究以嘉義市威士登游泳健康廣場為研究對象，探討顧客對於該泳池的消費動機、滿意度及忠誠度的關係及影響程度。首先探討顧客的樣本結構，其次分析不同人口統計變項之顧客對消費動機、滿意度及忠誠度之間的關聯性。研究目的如下：1.探討威士登游泳健康廣場顧客消費動機、滿意度及忠誠度的現狀。2.比較不同人口統計變項之顧客消費動機、滿意度及忠誠度之間的差異性。3.探討消費動機、滿意度及忠誠度間的關係。4.提供場館設施品質之改進策略，以供實務營運之參考。 本研究採用問卷調查法，抽取400位威士登游泳健康廣場顧客。問卷內容包含顧客之消費動機、滿意度、忠誠度及受訪者基本資料等四大部分。將根據實際調查所得的資料，以描述性統計、因素分析、單因子變異數分析、迴歸分析等統計方法進行資料分析。研究結果：1.威士登游泳健康廣場顧客以女性及非會員比例較高，且顧客以居住於嘉義市西區為主。2.顧客以游泳健身為主，其他休閒設施為輔。3.不同人口統計變項之顧客在消費動機、滿意度及忠誠度有部分顯著差異。4.顧客消費動機對滿意度有顯著正向影響。5.滿意度對忠誠度有顯著正向影響。 The subject of this research is Chiayi City’s Weishi Deng Health Square and it aims to analyze the motivation, satisfaction and loyalty of its customers. The purposes are as below: A. to understand the current status of it customers’ motivation of consumption, degrees of satisfaction and loyalty; B. to compare the structure of its costumers regarding their motivation of consumption, degrees of satisfaction and loyalty; C.to analyze the relations of its customers’ motivation of consumption, degrees of satisfaction and loyalty and D. to float constructive suggestions to Weishi Deng as to its management. 400 questionnaires were distributed and have been analyzed when collected afterwards. The data is analyzed by descriptive statistics, factor analysis,One-Way ANOVA, regression analysis. The result shows that: A. Weishi Deng’s customers consist of primarily female and non-member customers and they mostly live in the West District of Chiayi City; B. customers go for the sole purpose of swimming; only a few of them would utilize other facilities provided; C. customers of different statuses show remarkable differences regarding their motivation of consumption, degrees of satisfaction and loyalty too; D. customers’ motivation of consumption has a positive influence of their degrees of satisfaction; and E. degrees of satisfaction has a positive influence on loyalty.
