스포츠센터 퍼스널 트레이너 지도자 전문성과 관계품질 및 고객 충성도의 구조적 관계 검증

Abstract

Purpose: This study aims to understand the structural relationship among instructor’s trust, encounter satisfaction, and customer commitment. In addition, this study examines the structural relationship between quality and customer loyalty, including attitudinal and behavioral loyalty. Thus, this study can provide foundational data analysis to promote the activation of personal trainers and effective business management.<BR> Method: This study employed convenience sampling by distributing surveys for sports centers in Kyung-gi do, Seoul, Jeollabuk-do, Gyeongsangbuk-do, Daejeon, Ulsan, and Busan. A total of 400 surveys were distributed, and the final 397 surveys were used to analyze the data.<BR> Results: First, among factors of the personal trainer instructor’s professionalism, member management, training knowledge ability and teaching technique significantly impacted the instructor’s trust. Second, among factors of the personal trainer instructor’s professionalism, member management and practical training knowledge significantly impacted encounter satisfaction. Third, among factors of the personal trainer instructor’s professionalism, member management and teaching technique significantly impacted customer commitment. Fourth, the instructor’s trust had significantly impacted encounter satisfaction, customer commitment and customer’s loyalty. Fifth, the sports center’s encounter satisfaction had significantly impacted customer commitment and customer loyalty (attitudinal and behavioral loyalty). Sixth, customer commitment had a significant impact on customer loyalty (attitudinal and behavioral loyalty).<BR> Conclusion: This study suggests that the factors that consist of sports center personal trainer’s expertise and relationship quality can significantly impact the instructor’s trust, encounter satisfaction, and customer commitment. To promote these variables, the sports center’s relationship quality can be critical to determine customer loyalty.