高端客群消費動機與體驗及顧客保留之相關研究-以臺北市Ｓ健身房為例

Abstract

臺北市S健身房有別於同業競爭策略，致力於經營高端客群及差異化之服務，以獲得該客群口碑及顧客保留。本研究旨在瞭解S健身房高端客群消費動機、消費體驗及顧客保留之關係。將消費時間一年以上、每月消費金額一萬元以上之消費者定義為高端顧客，作為本研究之研究對象。本研究共計回收208份有效問卷，並以單因子變異數分析及皮爾森積差相關分析檢驗研究問題。結果顯示S健身房之高端客群以女性、中壯年、大專以上教育程度者為多數。消費動機中，增進整體健康及改善身體外型為其最重視之因素，思考體驗為其最看重之消費體驗，而健身房中提供之運動知識、服務及運動環境為促使其持續消費之因素。而相關分析之結果顯示，S健身房高端顧客消費動機、消費體驗及顧客保留具有顯著中度相關，消費動機及消費體驗各構面多數呈顯著正向相關，消費體驗與顧客保留亦呈現顯著中度相關，其中以服務體驗與顧客保留關聯最高。建議S健身房可引進運動科技服務、樂趣化及高互動性課程內容、專業知識講座或高端客群專屬服務，以提供其個人化健康管理計畫或課程、滿足其情緒、情感等消費體驗，並提升其顧客忠誠度及未來消費意願。未來研究可進一步瞭解高端客群消費動機、消費體驗對顧客保留之影響，並長期追蹤其變化趨勢。The S Gym in Taipei differentiates itself from competitors by focusing on high-end clientele and providing unique services to gain positive reflection and customer retention among this segment. This study aimed to understand the relationship between consumption motivation, user experience, and customer retention among high-end customer of S Gym. A total of 208 valid questionnaires were collected, and the research questions were examined using one-way ANOVA and Pearson correlation analysis. The results indicated that the majority of high-end customers at S Gym are female, middle-aged, and have at least a college education. The primary motivations for their consumption were to enhance overall health and improve physical appearance, with cognitive experiences being the most valued aspect of their consumption experience. Factors such as the exercise knowledge provided, the quality of service, and the exercise environment were key in driving their continued patronage. The correlation analysis revealed a significant moderate relationship between consumption motivation, consumption experience, and customer retention among high-end customer. Most dimensions of consumption motivation and consumption experience showed a significant positive correlation, and consumption experience was also significantly moderately correlated with customer retention, with service experience having the highest association with customer retention. It is recommended that S Gym introduces fitness technology services, fun and highly interactive course content, professional knowledge lectures, or exclusive services for them. This could include personalized health management plans or courses that satisfy emotional and affective consumption experiences, thereby enhancing customer loyalty and future consumption intentions. Future research could further explore the impact of consumption motivation and experience on customer retention among high-end customer and track changes in these trends over the long term.