스포츠센터의 Service Encounter, 서비스품질, 고객만족, 신뢰, 관계몰입 및 관계행동의 구조적 관계

Abstract

The purpose of this study was to validate the Structural relation among Service Encounter at sports center, Product Quality, Customer Satisfaction, Trust, Relationship Commitment and Relationship Behavior. For the study, the researcher selected total 6 sports control centers located in Seoul and Gyeonggi provinc and used the convenience sampling to collect 300 samples from the adults over 15 years old who registered in the selected centers from February 1 th to March 10nd, 2012. And the researcher conducted the survey and analyzed the 285 copies excluding the insincere responses or double-responses impossible to be used in this study. The collected data used the PASW 18.0 and AMOS 18.0, performing frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis and structural equating model. and drew out following results. First, the relationship between the sports center the service encounter and the Product quality was statistically significant. Second, the relationship between the sports center the product quality and the customer satisfaction was statistically significant. Third, the relationship between the sports center the customer satisfaction and the Trust was statistically significant. fourth, the relationship between the sports center the customer satisfaction and the Relationship commitment was statistically significant. fifth, the relationship between the sports center the trust and the relationship commitment was statistically significant. sixth, the relationship between the sports center the trust and the relationship behavior was statistically significant. seventh, the relationship between the sports center the relationship commitment and the relationship behavior was statistically significant.