Abstract
The purpose of this study is providing with basic information for differentiated marketing strategy, which can enhance the re-registration intention of sports center users, by verifying the mediating effect of relationship commitment on the switching cost awareness and re-registration intention of sports center users. Sports center users are the population of this study object. During 9 days from May 2nd to 11th of 2013, 1 study surveyor and 2 study assistants explained the purpose and significance of this study and distributed questionnaire survey sheets to the users of 3 sports centers (2 in Seoul and 1 in Gyeonggi-do). The users were asked to answer the questionnaire by self-administrated method. SPSS 21.0 statistics program was used for the analysis in this study. Detail data processing procedure includes frequency analysis, exploratory factor analysis (EFA), reliability analysis and correlation analysis. For the verification of mediating effect, three-step regression was done and the three-step approach method suggested by Baron & Kenny (1986) was tested. The conclusion drawn by the analysis is as following. First, it was found that emotional commitment had partial mediating effect in the impact of switching cost on re-registration intention. Second, continuous commitment had partial mediating effect in the impact of switching cost on re-registration intention.
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