피트니스센터 관계마케팅 실행요인과 고객충성도의 관계에서 고객만족의 조절효과

Abstract

This study was aimed to determine the corelation between relationship marketing executive factors and customer loyalty in a fitness center. It was also aimed to analyze the moderating effects of the customer satisfaction in the relation among the variables considering the fitness center users’ characteristics. The subjects of this study were those who had used a fitness center over a years until Sep 1st, 2020. Stratified Cluster Random Sampling Method was used in this study and 228 questionnaires were used in the final analysis. Survey questionnaire was used as the research tool. Frequency analysis, exploratory factor analysis, verification of reliability, and corelation analysis were implemented with the collected data from the questionnaires using SPSS Win Version 21.0. Moreover, the moderated regression analysis was used to achieve the purpose of this study. First, among sub-factors of relationship marketing executive factors, customer-oriented strategy, relationship strategy, pricing strategy had positive effects on customer loyalty while management strategy for facilities had few effects on customer loyalty. Second, customer satisfaction had moderating effects on the relation between customer loyalty and relationship marketing executive factors. Especially, the group of the customers who had higher level of satisfaction with the customer-oriented strategy and the pricing strategy showed a greater tendency in the customer loyalty than the group with lower level of satisfaction.