An Analysis of Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan

Abstract

The study was conducted to analyze Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan. A survey was conducted and the subjects chosen to participate in this study were swim clubs members within four regional areas; northern, central, southern and eastern Taiwan. The convenience sampling method was adopted for this study with 767 valid questionnaire responses received. The survey instruments included a demographic survey, service quality, customer satisfaction and customer loyalty. The research model describes the causal relationship among service quality, customer satisfaction and customer loyalty. These paths are related to the causal processes. Thus, the structural equation modeling approach was necessary in order to examine these variables. The study was used SPSS for windows 16.0 statistical software to organize and analyze all the data collected. The collected data was analyzed using descriptive analysis, one way MONOVA, Pearson correlation analysis, and regression analysis used as well. The findings of this study were: 1. The questionnaire used in this study was a reliable and valid instrument. 2. The results indicated that commercial swim clubs members have various demographic characteristics were often involved in different ratios. 3. The results indicated that significant differences of service quality in relation to customers' ages, monthly income, education degree, and membership category. 4. The results indicated that significant differences of customer satisfaction in relation to customers' ages, monthly income, education degree, and membership category. 5. The results indicated that significant differences of customer loyalty in relation to customers' ages, monthly income, education degree, and membership category. 6. The correlation of service quality, customer satisfaction, and customer loyalty was significant enough to show the correlation of each two variables. 7. Customer satisfaction effected the variance of the customer loyalty more than service quality. The finding of this study may provide needed feedback and contribute to the improvement of commercial swim clubs, sports activity programs, facilities, and instructors for commercial swim clubs in Taiwan. Also, this study may be important because it may provide valuable information for program directors and managers of commercial swim clubs in order to comprehend significant relationship regarding swimming involvement, customer satisfaction, and customer loyalty levels in relation Taiwanese swimming organizations.