高爾夫球場顧客忠誠度之影響因素:以關係品質為觀點

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Title:	高爾夫球場顧客忠誠度之影響因素:以關係品質為觀點 The Factors Influencing Customers Loyalty of Golf Course: from the View of Relationship Quality.
Authors:	李明憶
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	關係品質顧客忠誠度再回購行為口碑及正向宣傳效果消費目的 relationship quality repurchase word of mouth purpose of consumption customer loyalty
Date:	2024
Issue Date:	2024-07-17 12:09:18 (UTC+8)
Abstract:	本研究在於探討高爾夫球場顧客的忠誠度之影響，關係品質包括承諾、誠信、滿意度，以及顧客忠誠度包括再購行為（行為忠誠）與口碑效果（態度忠誠）。並且加入消費者涉入程度（初學者（有過下場經驗）、非初學者（三年經驗且偶爾下場）、初期愛好者（五年以下經驗且經常下場）、愛好者（五年以上且經常下場）、資深愛好者（十年經驗且經常下場）、高涉入程度（業餘選手、教練、會員）。）來作為干擾變數。本研究（280份有效問卷）實證結果顯示：(1)承諾、誠信、滿意度對於再購行為與口碑效果具有正向且顯著的影響，以及(2)高爾夫球場顧客忠誠度對於再購行為與口碑效果呈現正向且顯著影響。最後，(3)高爾夫球場顧客涉入對於關係品質與顧客忠誠度具有正向且顯著的干擾效果。 This study investigate the effect of relationship quality(RQ) on customer loyalty(RL) in Taiwanese glof course. The relationship quality includes commitment, trust, and satisfaction and customer loyalty is from the perspectives of behavior and attitude loyalty. We also see involvement(purpose of consumption) as a contingent variable to discuss the relationship between RQ, involvement, and RL. The result from 280 questionnaires is: (1) Commitment, trust, and satisfaction have a positive effect significantly on customer loyalty. (2) Involvement has a positive effect signifyantly on customer loyalty. (3) Involvement × commitment, trust, and satisfaction have a positive effect significantly on customer loyalty.
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