스포츠센터의 서비스품질에 대한 고객만족도 및 재구매 의사와의 관계

Abstract

This study alms to provide useful basic material which can be used In marketing strategy, by examining the influence of service quality on customer satisfaction and re-purchasing through the evaluation of sports center members' participation behaviors and service quality. The subjects of the study were 230 people which were collected by a convenience sampling method among nonprobability sampling methods after selecting 5 commercial sports centers with more than 1000 members in Seoul and Kyunggi-Do. Based on the results of the analysis of the material, the study concludes as follows. First, the results of difference analysis of service quality according to demographic variables are as follows. Age and average income show significant differences in the tangible factors of service quality. Second, the results of difference analysis of customer satisfaction and re-purchasing according to demographic variables are as follows. Gender shows significant differences in the facilitating factor of satisfaction, but doesn't show significant differences in re-purchasing. Academic background shows significant differences in satisfaction about expense, the facilitating factor of satisfaction and re-purchasing. Income shows significant differences in satisfaction about expense and re-purchasing. Third, the results of multiple regression analysis to fmd our how the traits of service quality influence customer satisfaction and re-purchasing indicate that the traits of service quality have significant positive correlation in all factors of customer satisfaction and re-purchasing. The results of analysis of the influencing power of the traits of service quality on re-purchasing indicate that all factors of service qualityiboth tangible and intangible) influence re-purchasing. The results of analysis of the influencing power of customer satisfaction on re-purchasing indicate that satisfaction about staff, satisfaction about access and facilitating factors of satisfaction influence re-purchasing.