스포츠시설의 노인층 이용자에 대한 서비스품질 및 고객만족과 고객행동과의 관계

Abstract

The purposes of the study are to examine the effects of expectations and perceptions of services on customers’ behaviors such as revisit and word of mouth behavior among elderly people at sport facilities. Based on the results, findings are as follows. First, trust and certainty had a statistically positive effect on service quality expectancy. Satisfaction with service quality was found to have a mediating effect on customer behavior in leader satisfaction and program satisfaction. The results indicated that we were highly evaluating the services provided by people-to-people in terms of expectations, that the effect was affecting customer behavior, and we are seeking more investment in human resources. Second, the perceived service quality showed that tangibility, trust and certainty factors have a positive effect on customer behavior. This result indicated that all customer satisfaction showed mediating effect on the tangibility factor of perceived service quality affecting customer behavior. This suggests that the perceived quality of service in the high level of customer behavior should be more interested in the tangibility factor that can actually be felt along with facilities, leaders, programs and operational satisfaction.