상업스포츠센터 상호작용성이 스포츠센터동일시, 지각된 서비스품질, 스포츠센터명성 및 고객충성도에 미치는 영향

Abstract

The purpose of this study is to analyze the following in an empirical manner through a structural equation modeling analysis: the correlation among the interactivity, identification, perceived service quality, reputation, and the customer loyalty of commercial sports centers. To accomplish the objective, 281 male and female adults who used a commercial sports center located in Seoul for more than 3 months were surveyed. In terms of sampling method, convenience sampling method was used, and the questionnaires were filled out with self-administration method. To verify the structural model proposed in this study, SPSSWIN Ver. 15.0 and AMOS 7.0 were used. The findings are as follows. First, the interactivity of the sports centers did not have a significant impact on sports center identification. Second, the identification had a significant impact on the perceived service quality. Third, the identification had a significant impact on the reputation of the sports centers. Fourth, the service quality perceived by customers did not have a significant impact on the customer loyalty. Fifth, the reputation of sports centers had a significant impact on the customer loyalty.