스포츠센터 이용자의 서비스스케이프, 만족, 몰입, 충성도 관계분석

Abstract

The goal of this study is to find how servicescape of sports center users influences on satisfaction, flow, and loyalty, and render this useful base data to sports center managers so that these data could be used for the development and management of sports center related service. First, satisfaction of users was meaningfully influenced by servicescape of them. Second, flow of users was meaningfully influenced by servicescape of them. Third. flow of users was meaningfully influenced by satisfaction of them. Fourth, loyalty of users was meaningfully influenced by satisfaction of them. Fifth, loyalty of users was meaningfully influenced by flow of them. Consequently, people was satisfied when servicescape of users(physical context) was well fostered, which could induce more attachment to current sports center. In other words, higher loyalty to sports center could be resulted by strong attachment, which could make users visit again and recommend to acquaintance, making a positive management result. As it is identified that well-fostered servicescape is crucial, constant and steady effort by remodeling in stance of users is required.