MZ세대의 퍼스널 트레이닝 센터 선택속성에 대한 IPA 분석 : 부산지역을 중심으로

Abstract

Purpose: The purpose of this study is to present a generation MZ inflow strategy and a plan to establish and improve a new marketing strategy by analyzing the attributes of training centers recognized s important by generation MZ users, using the importance-performance analysis (IPA).BR Method: To achive this, 332 users of the generation MZ who utilized a personal training center in the Busan area were selected as subjects, and a questionnaire was sued to collect data. Data processing involved the use of SPSS Window Version 28.0, and involved reliability analysis, exploratory factor analysis, frequency analysis, paired-sample t-test, and IPA analysis.BR Results: The study revealed that the following attributes were important for generation MZ users: leader’s personality and communication style, sincere guidance from the leader, long-term discounts and event benefits, home accessibility, and provision of free sportswear and towels (quadrant 1). Additionally, cleanliness of changing rooms and shower rooms and internal temperautre and ventilation facilities were also found to be important (quadrant 2). Safety facility and emergency supplies, parking lot availability, onetime experience cost, one-month use cost, one-time PT cost, and vending machine availability were also important (quadrant 3). Lastly, the appearance, career and academic background of the leader, and convenience of public transportation were idenBR Conclusion: Based on these results, it can be concluded that generation MZ users value facility cleanliness and internal ventilation when selecting a personal training center. Therefore, it is recommended that feedback from the MZ generation be utilized to improve the hygiene and cleanliness of facilities, by reflecting the characteristics of this generation who are familiar whit social media and frequently share their experiences. Additionally, an indoor space can be provided for MZ generation’s social media activities, as this can lead to effective marketing through this group.