Abstract
The purpose of this study was to analyze consumer`s behavior and satisfaction with service of commercial fitness center. A questionnaire was used to measure the relationship between each factors, and 361 participants were drawn as the subjects from participants of over 20 years old of the fitness centers. Data were analysed by using the statistical methods such as frequency analysis, one-way ANOVA, correlation analysis, and stepwise multiple regression. The results of this study can be summarized as followings : First, there were significant differences of purpose and period of participation, while there was no significant difference of frequence of participation between males and females. Especially, consumers of 40 ages paticipated during the longest periods in the fitness center. Second, male consumers perceived higher service quality of the fitness center such as `responsiveness` and `empathy` significantly higher rather than females. Third, male consumers satisfied significantly higher with their fitness center rather than females. Fourth, service quality such as `empathy`,`tangibles`, and `responsiveness` had significantly positive influence on consumers` satisfaction with their fitness center, especially `empathy` of service quality had the most significant influence on consumers` satisfaction.
Published Version
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