요가센터의 서비스품질이 고객만족도 및 재구매의사에 미치는 영향

Abstract

The purpose of this study is in searching for the way to increase yoga center participants` satisfaction and incite continuous repurchase by analysing the degree of the service quality, satisfaction and repurchase intention, in addition, analysing how service quality factor influences to customer satisfaction and repurchase intention. To achieve the goal of this research Self-administration method was used by 395 participants from 8 yoga centers in seoul, and input data was analysed by SPSS program. The results are as follows； First, they showed no meaningful differences in the period of participation, while they showed meaningful differences in the frequency and the time of participation in the analysis of service quality, satisfaction and repurchase intention. Second, in the analysis of how yoga center`s service quality influences to satisfaction and repurchase intention, they showed meaningful differences. The degree of influence of service quality to the satisfaction differed in assurance, convenience, tangibles and responsiveness in order, while to the repurchase intention differed in assurance, responsiveness, convenience, tangibles in order. As a conclusion, in order to increase customers` satisfaction and persuade them into returning, one must provide higher quality that fits the dedicated members of the yoga center. After careful scrutiny of their professionalism and leadership quality, by hiring qualified licensed instructors would reassure everyone that is involved with the educational program.