本研究目的在探討健身中心會員對其健身中心市場導向、服務品質及續留消費意向彼此間之關聯性及預測力。研究對象以使用健身中心並有加入會員之民眾為研究對象，所採取之樣本以研究者本身所開設之OO健身中心青少年族群會員為抽樣對象，目前研究者所經營之健身中心會員人數約有1,100人，青年族群占約70%。因疫情影響消費者未能如往常般進場消費，最後以配額立意抽樣方式發150份問卷，回收139位受試者，回收率92.67%，有效回答率100%。
本研究採取問卷調查方式收集資料，變項有基本性別變項（性別、年齡、教育程度、職業、每月收入及每週運動次數）、市場導向(顧客導向、組織導向)、自變項2服務品質(有形性、可靠性、反應性、保證性及關懷性)滿足及依變項續留消費意向。問卷量表經專家判斷效度後、資料收集後再以因數分析及Cronbach’s α作為建構效度和題項一致性信度。經因素分析以作為各量表的交叉檢核，結果市場導向分為顧客導向和組織導向二個向度；續留消費意向因素分析最後萃取為1個向度，以進行假設修訂及進一步驗證。
研究結果在各量表與基本資料差異上，基本上是沒有差異存在，唯有年齡對「顧客導向」有差異、每周健身次數對「有形性」、「可靠性」、「續留消費意向」有差異及性別對續留消費意向有差異；市場導向對服務品質有中低度相關存在、市場導向對續留消費意向有中低度正相關及服務品質對續留消費意向有中低度正相關；市場導向、服務品質可預測續留消費意向41.4%變異數。研究結論依實徵結果針對健身中心場域提出建議：隨時掌握顧客回應資訊，回應顧客需求，以增加服務品質及會員的續留消費；顧客導向的行銷策略為優先、其次掌握多變的服務設施及服務熱誠；充分地瞭解目標顧客，了解需求並預測在市場的變化下，為他們創造持續購買的價值，以提升其續留消費意向；掌握情報資訊，以調整經營及服務策略及擴大樣本、進行結構方程模式驗證市場導向、服務品質與續留消費意向之理論因果模式。
This study aims to explore the association of market orientation, service quality satisfaction and consuming retention intention. Due to COVID-19, the 150 subjects were selected from the adolescents members of one sport gym center by using quota and purposive sampling with 50% return rate and 100% valid response rate.
This study adopted questionnaire survey to examine the association of market orientation, service quality satisfaction and consuming retention intention. This study used experts as judgment validity ,factor analysis as construct validity and Cronbach’s α as the items consistency reliability. Finally after cross validating the scales used for this study, market orientation extracted two constructs--custom orientation and organization orientation; the consuming retention intention extracted one whole construct as the indicator.
This study used student t test, one-way between ANOVA, Pearson correlation and stepwise multiple regression to test hypotheses. The results turned out some hypotheses were supported and some not. The results turned out age made some difference on custom orientation; gender made difference on consuming retention intention; the frequency of weekly sport made differences on service quality and consuming retention intention; there were moderately middle-low positive correlation among market orientation, service quality satisfaction and consuming retention intention; consuming retention intention could be accounted for by the market orientation, service quality satisfaction with 41.4% variance. The conclusion and suggestion were drawn in accordance with the empirical findings.
