Consumers Behavior at Swimming Pools in Taichung – A Case Study of Top Swimming School

Autor: Kao, Jung-Chieh, 高榮傑
Rok vydání: 2014
Druh dokumentu: 學位論文 ; thesis
Popis: 102
Consumers Behavior at Swimming Pools in Taichung – A Case Study of Top Swimming School Abstract The study attempted to identify the current status of consumers at Top Swimming School (TSS) and the differences of perceived service quality, satisfaction, and re-purchase intention among various consumers. This study also probed into the correlations as well as causal-relationships among perceived service quality, satisfaction, and re-purchase intention. The research targets are 421 consumers at TSS. Perceived service quality, satisfaction, and re-purchase intention questionnaire were administrated to gather information demanded. Data collected were analyzed with t-test, one-way ANOVA, Pearson's correlation, and multi-regression. The findings are as follows: 1. Consumers at TTS are mostly female, age from 31 to 40, with college degree, and monthly income above NT$ 50,001. Their monthly expenses at TSS range from NT$ 501 to 1,000. Most of the consumers come with family members, average time spending at TSS is 61 to 90 minutes, and mostly during the evening. The average frequency is less than five times per month and average time of commute is around 10 minutes. 2. Perceived service quality and satisfaction are significantly distinct among consumers with different ages; consumers with different occupations have significant distinct perceived service quality; different education backgrounds also distinct the perceived service quality and satisfaction of consumers; perceived service quality and re-purchase intention are distinct from different main active period; while only perceived service quality shows difference in monthly average usage. 3. There are significant correlations among the perceived service quality, satisfaction, and re-purchase intention of consumers at TSS. 4. There is also causal relationship among perceived service quality, satisfaction, and re-purchase intention of consumers at TSS. Keyword: Swimming, Consumer, Service Quality, Consumer Satisfaction, Re-purchase Intention.
Databáze: Networked Digital Library of Theses & Dissertations
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