스포츠센터의 서비스품질이 고객만족도에 미치는 영향
Effects of a sports center's service quality on customer satisfaction
스포츠센터 서비스품질 고객만족도;
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To achieve a goal of this study, the study subjects were 200 male and female members of general commercial sports centers which were running kinds of sports over 4(swimming pool, training class, aerobic class and indoor golf course) in Busan. One-hundred fifty members of single commercial sports centers which were running a single facility like swimming pool or training class. The empirical analysis of this study was verified at the 0.05 level of significance. SPSSWIN 11.0 program was used to analyze data, and frequency analysis, reliability test, factor analysis, T-Test, One Way Anova and Regression Analysis were executed. The results of empirical analysis of the study are summarized as follows. Firstly, there was partly a significant difference in consumer satisfaction according to variables of demographic characteristics except the satisfaction according to the age. Secondly, according to the empirical analysis about type of facilities, members, participation sports and participation career, the reliability of type of members was significant and the tangibles of participation career was partly significant. Thirdly, according to the analysis of the relationship between service quality and consumer satisfaction provided from the commercial sports centers, the higher the tangibles and assurance are, the higher the consumer satisfaction gets relatively. Finally, there was statistically a significant static correlation between consumer satisfaction and behavior after purchasing. In other words, the higher the consumer satisfaction is, the higher the intention of reusing and recommendation gets relatively. This study tried to apply the satisfaction of members which was surveyed through various hypotheses, which were executed in the position of managers who were running the commercial sports facilities, to their management. According to the results of analysis in the study, the tangibles and assurance among service qualities had the greatest effect on consumer satisfaction, which means that staffs and managers, who are classified as human factors, should do their best to increase the consumer satisfaction. In addition, it is predicted that the commercial sports centers will get specialized and bigger in the future. Thus, in order to win under the situation of fierce competition, consumers' needs should be satisfied and the facilities to meet consumers' needs and to consider their convenience should be developed. And also a strategy to develope completely safety facilities and accessory facilities is required. If the above mentioned contents are faithfully carried out, they will bea guideline to be able to be utilized concretely and virtually as well as a way to intensify service.