실내테니스센터 고객의 서비스품질 속성 분석

Abstract

The purpose of this study was to figure out the importance and satisfaction in recognitions of service quality of indoor tennis center customers marketing positioning strategies using Importance-Performance Analysis. In order to achieve this objective, samples were taken by using convenience sampling method among non-probability sampling methods. Total 340 data were collected in this study except data which did not respond or trustlessly responded. In data processing, via SPSS version 21.0 for window, exploratory factor analysis, Cronbach's α, frequency analysis, and Importance-Performance Analysis. The results were as follows. Ⅰ quadrant included in Appropriate program teaching time, various contents and level of the program, various promotion of indoor tennis center, lecture based on the experience of the instructor, convenient geographical use, court size of indoor tennis center, solving customer's inconvenience, temperature inside the center and ventilation status, the instructor explains tennis skills well to each customer, friendly consultation with customers, the contents of the program are varied to suit individual tastes, located close to the place of residence. Ⅱ quadrant included in the instructor's tennis expertise, the indoor tennis center's event planning, the instructor's expertise. Ⅲ quadrant included in Bright indoor lighting, convenient public transportation to the indoor tennis center and no items were included in the Ⅳ quadrant.