스포츠센터 고객의 다차원적 전환비용이 고객몰입에 미치는 영향

Abstract

The purpose of this study was to examine the influence of sports center customer's multidimensional switching costs upon customer commitment. Study subjects were 300 users of public and commercial sports centers in Seoul and the capital area as of 2011 and they were sampled with the convenience sampling method. Data of 244 users were used in final study analysis, except data of 56 users of which reliability was problematic or contents were unsatisfactory. Data were processed with the structural equation model using Amos 7.0 program. Study findings are as follows: First, in order to enhance relational switching costs which could have influence upon affective commitment to sports centers, it is necessary to attach great importance to relational factors which could improve sports center's relationship, intimacy and familiarity with customers. Second, in order to heighten customer's affective commitment, it is necessary to intensify calculative commitment by increasing procedural switching costs through sports center's continuous interest and affection toward customers and maintaining cooperative relations with them. Third, in order to increase affective commitment, public sports centers must establish a strategy of heightening procedural and financial switching costs, whereas commercial sports centers must take all the factors of relational, procedural and financial switching costs into account.