A Study of the Relationships among Service Quality, Customer Satisfaction and Repurchase Intention of Customers in National Taiwan University Sports Center

[[abstract]]The purpose of the study was to reveal the relations among service quality, customer satisfaction and repurchase intention of customers in National Taiwan University Sports Center. There were 446 customers reached as subjects by questionnaire from March 20 to April 30 in 2010. According to the data collected, descriptive statistics, one-way ANOVA, canonical correlation analysis and stepwise multiple regression analysis were performed for data analysis. The results were derived as followed: 1. The main group of the customers were less than 24 years old (inclusive), bachelor degree, students, and went to sports center 2-3 times a week more than 60 minutes each time. 2. National Taiwan University Sports Center scored slightly above the average in service quality, customer satisfaction, and repurchase intention of customers. 3. The age, education level, frequency and membership affected how customers evaluate service quality and customer satisfaction. 4. There was a positive relationship between service quality and customer satisfaction in National Taiwan University Sports Center. Thus, as the service quality goes higher, the customer satisfaction increases. 5. The responsiveness and empathy of service quality, marketing strategy and facility of customer satisfaction were the predictors for repurchase intention of customers. Among which marketing strategy had the greatest effect, showing that the marketing strategy could positively escalate customers’ repurchase intention. Based on the research results, it is suggested that National Taiwan University Sports Center’s strengthening the marketing strategy in the future, improving service quality through training of employees’ professional competence, as well as actively expanding new customers in neighbor communities.