에어로빅댄스 지도자의 이미지가 고객만족 그리고 고객충성도에 미치는 영향

Abstract

The purpose os this study was to examine the effect of aerobic dace instructors on customer satisfaction and customer loyalty. This study also examined the mediated effect of customer satisfaction in the relationship between instructors image and customer loyalty. The model was tested using SPSS 16.0 and AMOS 16.0 based on a sample of 458 surveys. Moreover to analyze data, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis were executed by using SPSS 16.0. Also confirmatory factor analysis and structural equation model were executed by using AMOS 16.0. And finally to test a mediating effect, Baron & Kenny`s(1986) procedure was conducted. The result of this study was as follows: First, all factors of instructors image(disposition, professionalism, consciousness, role, attitude had not significant effect on customer loyalty. Seconds, disposition, professionalism, consciousness and role as an instructors` image did positively influenced on operating satisfaction. But attitude as an instructors` image did not influenced on operating satisfaction. Thirds, professionalism and attitude as an instructors` image did positively influenced on service quality satisfaction. But disposition, consciousness and role as an instructors` image did not positively influenced on service quality satisfaction. Forth, customer satisfaction(operating satisfaction and service quality satisfaction) did positively influenced on customer loyalty. Fifth, operating satisfaction mediation effects between instructors image(consciousness and attitude) and customer loyalty. Sixth, service quality satisfaction mediation effects between instructors image(professionalism, and attitude) and customer loyalty.