社區型運動中心經營績效之個案研究-以 Curves 女性環狀運動中心為例

Abstract

本研究是以Curves加盟者的角度，探討加盟分店的經營績效的關鍵因素。研究者經營的公司加盟Curves多年，目前有四家分店。這其間歷經許多經營績效的挑戰，其中一家分店會員數與營收都較其他三家分店為佳。雖然採取經驗交流或短期輪調等措施，但卻沒有明顯的改善。研究者希望透過本研究，找出經營績效較佳之分店的關鍵因素，協助改善另外三家分店的經營績效。本研究採用質性研究的個案研究法，以平衡計分卡為立論基礎，分別以財務、顧客、內部流程、創新學習四大構面提出問題。依據研究問題，採半結構式訪談方式，提出訪談大綱，並經專家焦點座談審視確認，以確認訪談內容的效度。針對立意取樣的店長，教練與會員等六位研究參與者個別進行訪談。訪談的結果，經過相關文獻進行比對與分析討論。分別就四個研究構面問題的關鍵議題，找出對應的關鍵因素。本研究發現，要有好的財務表現，來自於滿意的顧客。而滿意的顧客，源自於好的服務品質。而好的服務品質，則來自於服務提供者，包括店長與教練的心態與專業。選才與人才培育，是服務提供者的心態與追求專業企圖心的基石，是啟動經營績效轉好的引擎，也是建立組織長期穩健發展的關鍵。而企業願景的認同與獎勵制度，也影響了服務提供者的心態與積極度。所以企業經營者須重視並經常與經營團隊溝通願景，以獲得充分的認同。而獎勵制度也須被不斷的檢視與評估，以確保經營團隊的支持並有感。以上的結論，也再次印證了平衡計分卡四大構面的因果關係，一環扣一環。依本研究結論，期待能協助研究者負責的公司，提升所投資其他三家 Curves分店的經營績效，同時也透過本研究，可以幫助受訪的分店，能更聚焦提升經營績效的關鍵因素，讓該分店的績效，更上層樓。期待本研究結論也能帶給其他台灣Curves的加盟主，在營運實務上的參考。對社區型運動中心的經營者，也可做為借鏡。及為後續女性或社區型運動中心的研究提供研究方向。This study explores the key factors influencing the management performance of Curves franchise branches from the perspective of franchisees. The researchers, who have been operating multiple Curves franchise branches for several years, aim to identify the critical factors contributing to the su-perior performance of one branch and improve the performance of the remaining branches. Using a qualitative research approach and the balanced scorecard framework, the study formulates research questions based on the financial, customer, internal processes, and innovation learning dimensions. Semi-structured interviews were conducted with branch managers, coaches, and members, and the interview data was compared and analyzed in conjunction with relevant literature. The findings high-light the importance of satisfied customers for achieving good financial performance, which is influ-enced by service quality. Service quality, in turn, relies on the mindset and professionalism of service providers, including branch managers and coaches. Talent acquisition and development emerged as crucial factors, acting as the foundation for mindset and professionalism and driving improved man-agement performance. Additionally, alignment with the company's vision and a rewards system influ-enced the mindset and motivation of service providers. Communication of the vision and regular re-evaluation of the rewards system are essential for obtaining commitment and support from the man-agement team. The study concludes that the findings validate the causal relationship among the bal-anced scorecard dimensions. The results of this study are expected to assist the researchers' company in enhancing the management performance of the other branches and provide valuable insights for the interviewed branches. The conclusions can also benefit other Curves franchisees in Taiwan and serve as a reference for community-based fitness center operators. Furthermore, this research contributes to the field by offering insights for future studies on female-only or community-based fitness centers.