Abstract
The purpose of this study was to examine the effect of service quality of fitness clubs in first grade hotels on brand image and consumer`s purchasing behavior. The 300 members of fitness club were chosen from 3 hotels of S.P., JW and G.H. hotel in first grade which are located in Seoul. 300 questionnaires were distributed and collected. Out of them, 57 questionnaires were excluded from the study because they were judged to be unfaithfully responded. For the purpose of this study, frequency analysis, exploratory factor analysis, correlation analysis, multiple regression analysis were performed. The results of this study were as follows. Firstly, 5 factors of service quality had a significant influence on affective aspect of brand image and 2 factors of service quality had a significant influence on physical aspect of brand image. Secondly, 2 factors of brand image had a significant influence on purchasing decision and recommendation intention of consumer`s purchasing behavior. Thirdly, 2 factors of service quality had a significant influence on purchasing decision of consumer`s purchasing behavior and 1 factor of service quality had a significant influence on recommendation intention of consumer`s purchasing behavior.
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