스포츠 센터 지도자의 서비스 리더 행동이 신뢰와 재이용의도에 미치는 영향

Abstract

This study is intended to figure out the effect of sports center instructor’s service leader behavior on trust and reuse intention. To achieve this, a survey was carried out to 200 sports center customers in Seoul. The results were as follows. First, the effect of instructors’ service leadership behavior on customer trust in sport center showed that response, information, tangibility and eligibility had a positive effect on customer trust. Second, the effect of instructors’ service leadership behaviour on revisiting intention in sport center showed that response, information and eligibility had a positive effect on revisiting intention. Third, customers’ trust had a positive effect on their revisiting intention in sport centers. As for the results of this study, sports center instructor’s service leader behavior had a significant effect on customer trust and reuse intention, and an interrelationship between customer trust and reuse intention, which it was an appropriate variable for promoting the customer trust and continuous reuse. In other words, given the reality that bringing new customers is not easy as the size of sports center is becoming bigger day after day, while customers separation by the increase in opportunities to participate in various leisure facilities is increasing each day, sports center instructor’s service attitude by his leadership and service behavior, his rapid response to customers’ demand, his offer of substantial customized information, its apparatus of attracting visual appeal, eligibility by exercise prescription and guidance for one’s physical strength and tangibility by the proper use of physical facilities are attributes of proper service leadership behavior.