Abstract
Purpose The purpose of this study is to empirically inquire into the relationship between a commercial sports center employee's humor orientation & customer orientation and employees' trust, service quality, sports center relationship quality and relationship retention through structural equation model analysis. Methods For this purpose, the survey targeted 224 adult men and women who have used any one of the three commercial sports centers in Chungcheong for over three months. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. Results First, humor orientation was found to have a positive influence on employees' trust. Second, customer orientation was found to have a positive influence on employees' trust. Third, employees' trust was found to have a positive influence on service quality. Fourth, employees' trust was found not to have a positive influence on sports center relationship quality. Fifth, employees' trust was also found not to have a positive influence on relationship retention. Sixth, service quality was found to have a positive influence on sports center relationship quality. Seventh, service quality was also found not to have a positive influence on relationship retention.
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