Abstract
The purpose of this study is to investigate the relation of cause and effect between servicescape, which is a physical environment of sports center, and the image, customer satisfaction and behavioral intention. The subjects of research were the members of sports centers located in Seoul and Gyeonggi-do, and the samples were extracted using the method of convenience sampling. Using SPSS Ver. 12.0, frequency analysis, explanatory factor analysis, reliability analysis and correlation analysis were conducted and, using AMOS 5.0, confirmatory factor analysis and structural equation modeling analysis were conducted. The results of the study are as follow. First, servicescape of sports center revealed to have a positive effect on the image of the sports center. Second, servicescape of sports center revealed to have a positive effect on the customer satisfaction. Third, the image had a positive effect on the customer satisfaction. Fourth, the customer satisfaction revealed to have a positive effect on the behavioral intention. Fifth, the image revealed to have no direct effect on the behavioral intention. Sixth, servicescape revealed to have no direct effect on behavioral intention.
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