탁구 동호인들의 고객만족도가 재구매의도에 미치는 영향

Abstract

The purpose of this study was to analyze the effects of the customer satisfaction on the repeat sales. The subjects were 400 table tennis lovers who contested in Table Tennis Contest hosted by Sport for All Society in D Metropolis. To collect the data, a survey questionnaire containing 3 questions for general characteristics, 25 questions for customer satisfaction (leader, program, facility, promotion and cost) and 3 questions for the intention to buy again was used. The followings are the results of the study. Summarizing the results, leader factor is very important in the repeat sales. Accordingly, leaders should have professional skills and good knowledge in health and sports, be able to resolve complaints of the members and facilitate the atmosphere of the facility. The next affecting factor was program, therefore, the facilities should make efforts to develop various kinds of programs such as grouping by capabilities, group lesson, theory classes and physical strength management rather than staying in current programs. Finally, we need to pay attention to the facility including diversity, pleasantness, convenience and comfort.