상업스포츠시설의 소비자 관여도가 만족, 소비자 몰입, 서비스충성도에 미치는 영향

Abstract

The purpose of this study was to comprehensively examine the causal relations among commercial sport facility consumers’ involvement, consumer commitment and service loyalty. Study subjects were 251 users in 10 commercial sport facilities in Seoul and the capital area and they were sampled with the stratified cluster random sampling method. Study findings are as follows: First, it is necessary to establish such a strategy that can induce diverse users’ interests and participation in commercial sport facilities. Second, in order to make sport facilities appeal to users’ emotional and psychological commitment, users’ concerns and interests must be induced by establishing appropriate strategies. Third, in order to continuously maintain and develop economical and social relations between consumers and service providers, a variety of service strategies that can enhance consumers’ monetary and economical satisfaction and therefore improve their emotional satisfaction must be established. Fourth, in order to maintain continuous and close relations between consumers and service providers, emotional and psychological marketing strategies must be given priority over calculated and economical aspects-related marketing strategies.