스포츠센터 고객의 마케팅믹스 만족이 고객신뢰 및 재구매의도에 미치는 영향

Abstract

The purpose of this study was to examine the effects of sports center clients' marketing mix satisfaction on customer trust and repurchase intention. For this study, 240 samples were collected using cluster sampling method and 236 data were used except data which did not respond or trustlessly responded. SPSS 12.0 version for window statistics package was used for data analysis such as exploratory factor analysis, reliability analysis, one-way ANOVA, correlation and multiple regression analysis. All tests were performed using a .05 significant level. The findings are as follows:First, promotion and program as sub-factors of marketing mix satisfaction have an effect on customer trust. Second, the facility, promotion and program as sub-factors of marketing mix satisfaction have an effect on the repurchase intention. Third, customer trust have an effect on repurchase intention.