무료 수상레포츠 체험장의 평판, 커뮤니케이션이신뢰 및 만족과 충성도에 미치는 영향

Abstract

The purpose of this study was to examine the influence of sport center reputation, communication, trust, satisfaction toward sport center, on sport center loyalty. The total number of sample cases were 400 citizens who visited Daejeon Gapcheon watersport leisure center opened in 2012. Sampling was collected by using the simple random sampling method. 386 samples were obtained and 368 samples were used to be analysed, excluding 18 improper samples for this research. SPSS WIN Ver. 15.0. was employed for frequency analysis and exploratory factor analysis. The results are as follows: First, the sport reputation and communication had significant effect upon the reliability, satisfaction and loyalty. Second, the reliability of sports center had significant effect upon the satisfaction and loyalty to the center. Third, the satisfaction of sports center had significant effect upon the loyalty to the center.