ScholarWorks@숙명여자대학교

초록

The purpose of this study is to identify the effect of service quality on the value, satisfaction and reuse for Pilates users. Based on this, we are to provide the basic operational data to establish a marketing strategy that leads to reuse by service quality affecting value and satisfaction. In order to secure the basic data of the study, participants in the Pilates Centers in Seoul and Gyeonggi-do were selected as the population from February 25 to March 25, 2020 and 328 questionnaires were used for the actual analysis. The collected data was analyzed using the statistical program SPSS 26.0 Version, and frequency analysis to identify general characteristics, exploratory factor analysis to verify construct validity, reliability analysis (using aplha value), correlation analysis among variables, multiple regression analysis for impact analysis and simple regression analysis were used, and the following results were derived: First, Pilates service quality was found to have an impact on value. Second, Pilates service quality was found to affect satisfaction. Third, Pilates service quality partially affected reuse. Fourth it was found that the value of Pilates users affects reuse. Fifth, it was found that the satisfaction of Pilates users affects reuse.

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