ScholarWorks@숙명여자대학교

초록

Purpose: The purpose of this study is to investigate the effects of the physical environment on the perceived value, satisfaction, and behavioral intentions among bowling center users. Method: This study targeted bowling club members in their 20s and 30s from major regions, including Seoul, Gyeonggi, Sejong, and Chungcheong provinces, as well as university students enrolled in bowling courses. A total of 287 valid responses were collected through an online survey. The data were analyzed using frequency analysis, exploratory factor analysis (EFA), reliability testing, and multiple regression analysis to examine the hypothesized relationships among the variables. Results: The empirical findings revealed several critical insights. First, specific dimensions of the bowling center’s physical environment significantly and positively influenced users’ perceived value. Second, the quality of the physical environment emerged as a key determinant of overall user satisfaction. Third, these environmental factors were significant predictors of behavioral intentions, indicating that the physical setting plays a vital role in encouraging repeat visits and word-of-mouth recommendations. Conclusion: The findings highlight that bowling consumers prioritize utilitarian and functional attributes, such as convenience and cleanliness, over purely aesthetic or visual appeal when evaluating their experiences. This suggests that long-term loyalty to a facility is driven more by practical benefits and functional efficiency than by emotional or hedonic factors. Consequently, bowling center operators should focus on maintaining high standards of hygiene and accessibility to enhance consumer retention and strengthen their strategic competitiveness.

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