공공스포츠센터 고객들의 시장지향성에 따른 서비스품질이 만족에 미치는 영향

Abstract

This study was carried out on influence of service quality depending on market directivity upon customer satisfaction. Three public sports centers where are located in Pyeongtaek city of Gyeonggi-do Province were selected. Materials of 336 people were used in analysis targeting members who are under exercise at the centers. To examine influence of service quality depending on market directivity upon satisfaction, first of all, it carried out correlation analysis and multiple regression analysis for confirming the appearance of multi collinearity. For the results of this study, the statistical program SPSS 17.0 Version was used. The results of influence in market directivity upon service quality were indicated that the market directivity factor is describing 49.6% of total variance in service quality factor and is significant. T-value in user orientation factor was 10.424, thereby having been indicated to have significant influence. T-value in competitor orientation factor was 2.900, thereby having been indicated to have statistically significant influence. The results of influence in service quality factor upon satisfaction were indicated that the service quality factor is describing 44.9% of total variance in satisfaction factor and that regression equation is significant as F-value is 51.212. Five factors of reliability, tangibility, responsiveness, sympathy, assurance, and significance were indicated to have statistically significant influence. To analyze influence of market directivity upon satisfaction, R² is .545, thereby describing 54.5% of total variance in service quality factor as for market directivity factor. F-value is 196.021. Thus, regression equation was indicated to be significant. User orientation factor and competitor orientation factor were indicated to have statistically significant influence.