體驗價值、品牌形象與顧客忠誠度關係探討：以健身魂為例

Abstract

本研究旨在探討健⾝產業與體驗價值、品牌形象、顧客忠誠度的相互影響。於 2018年 05 ⽉ 23 ⽇起⾄ 2018 年 05 ⽉ 30 ⽇，以網路論壇PTT 之肌⾁沙灘版，針對曾於「健⾝魂」健⾝房進⾏消費之民眾發放網路問卷共回收 299 份有效問卷，問卷回收率為 95 %。研究結果顯⽰，在性別⽅⾯，在健⾝魂進⾏消費的男性較⼥性多；職業⽅⾯以學⽣族群佔⼤多數；年齡⽅⾯介於21-30 歲的消費者最多。⽽研究假設檢定的結果發現：⼀、品牌形象與顧客忠誠度有正向顯著的影響；⼆、體驗價值與健⾝魂之品牌形象有正向顯著的影響；三、體驗價值對顧客忠誠度有正向但是不顯著的影響。

This study aims to explore the interaction between the fitness industry and experience value, brand image, and customer loyalty. This study was conducted from 23th, May, 2018 to 30th, May, 2013. A total of 299 valid questionnaires were collected from the online forum of the online forum PTT for the people who used to consume in the 'Fitness Soul' gym. The questionnaire recovery rate was 95%. The results of the study show that in terms of gender, there are more males in the fitness soul than in the female; the occupational aspect is dominated by the student population; the age is between 21-30 years old. The results of the research hypothesis test found that: First, the brand image and customer loyalty have a positive and significant impact; Second, the experience value and the brand image of the fitness soul have a positive and significant impact; Third, the experience value has positive impact on customer loyalty but it is not significant.