IPA 기법을 활용한 공공스포츠센터 선택속성에 대한 중요도－만족도 분석

Abstract

The purpose of this study was to offer basic information useful for developing differentiated marketing strategies and effective business strategies by providing with facilities and services meeting a variety of customer needs through an importance-satisfaction analysis on selection attributes of a public sports center. For data analysis, frequency analysis, reliability analysis, and dual comparison analysis were conducted. The results were shown as follows. First, in importance, found in priority order were fees, discount policy, showers, shuttles, proximity to public transportation, parking space, program lesson time, program diversity, program composition, instructor professionalism, instructor responsibility, instructor kindness, instructor reliability, sporting equipment, cleanliness, and instructor decent appearance. In satisfaction, found in priority order were parking space, fees, program lesson time, instructor kindness, instructor reliability, instructor professionalism, instructor decent appearance, cleanliness, instructor responsibility, program composition, program diversity, discount policy, proximity to public transportation, shuttles, sporting equipment, and showers. and the analysis of IPA matrix, 4 selection attributes of showers, discount policy, shuttles, and proximity to public transportation were situated in the quadrant Ⅰ. In the quadrant Ⅱ high both in importance and satisfaction, fees, parking space, and program lesson time were found and in the quadrant Ⅲ, 7 selection attributes of program composition, instructor professionalism, instructor responsibility, instructor kindness, cleanliness, instructor reliability, and instructor decent appearance were located. In the quadrant Ⅳ low in importance and high in satisfaction, sporting equipment and program diversity were found.