중국 공공체육시설 서비스품질과 서비스가치, 고객만족, 재방문의사의 관계분석

Abstract

This study explores the rrelationships between service quality, service value, customer satisfaction, and revisit intention in public sports facilities, as well as the moderating effect of age on the relationship between service quality and revisit intention. Data from 308 users of public sports facilities in South Korea were analyzed using structural equation modeling and multi-group analysis. The results indicate that service quality significantly affects service value, highlighting the importance of setting reasonable prices for physical services to ensure low perceived costs by customers. Moreover, service value was found to significantly impact customer satisfaction, emphasizing the need for public sports facilities to enhance the value of their services to increase utility compared to perceived costs. Additionally, customer satisfaction and service value were shown to significantly affect revisit intention, and public sports facility managers should segment users to provide appropriate services for each group. The study further suggests that understanding the moderating effect of age on the relationship between service quality and revisit intention is important in providing effective services to different age groups.BR Overall, this study highlights the significance of service quality, service value, customer satisfaction, and user segmentation in public sports facilities. Improving service quality and enhancing service value can increase customer satisfaction and revisit intention. Moreover, considering the differences in the relationship between service quality and revisit intention across age groups can enable managers to provide more effective services to each group.