지역 스포츠센터 운영방식에 따른 고객 만족도가 재구매에 미치는 영향

Abstract

The purpose of this study is to prepare marketing strategies related to the operation of sports centers and provide preliminary data for activation of sports centers by analyzing the effect of customer satisfaction according to the operation method of local sports centers, and the effect of customer satisfaction according to the operation method on repurchase. For the foregoing, This study used the data of 276 members who use the local sports center located in Suwon city and Seongnam city area in Gyeonggi - do in 2017. For analysis of data, this study conducted t-test, One-Way ANOVA, Scheffe test, correlation analysis and regression analysis using SPSS/PC + 22.0 version statistics program for Window, and produced following conclusions. First, operation method of sports center affects customer satisfaction, and satisfaction of facility are influenced by program, and satisfaction of instructor are affected by price and program. Second, operation method of sports center exerts an influence on the repurchase of customer, and is affected by program and price. Third, customer satisfaction of sports center affects repurchase of customer, and is influenced by facility and instructor.

The purpose of this study is to prepare marketing strategies related to the operation of sports centers and provide preliminary data for activation of sports centers by analyzing the effect of customer satisfaction according to the operation method of local sports centers, and the effect of customer satisfaction according to the operation method on repurchase. For the foregoing, This study used the data of 276 members who use the local sports center located in Suwon city and Seongnam city area in Gyeonggi - do in 2017. For analysis of data, this study conducted t-test, One-Way ANOVA, Scheffe test, correlation analysis and regression analysis using SPSS/PC + 22.0 version statistics program for Window, and produced following conclusions. First, operation method of sports center affects customer satisfaction, and satisfaction of facility are influenced by program, and satisfaction of instructor are affected by price and program. Second, operation method of sports center exerts an influence on the repurchase of customer, and is affected by program and price. Third, customer satisfaction of sports center affects repurchase of customer, and is influenced by facility and instructor.