프랜차이즈 스포츠센터의 서비스 품질이 고객만족 및 재구매 의도에 미치는 영향 = A study on the influence of service quality of franchise sports center on customer satisfaction and re-purchasing intention
The franchise sports center has been most popularized among sports service industry and has worked as a pivot of life sports.
These franchise sports center should have an efforts to get the competitiveness by maintaining and managing of existing customers with differentiated marketing activities.
Therefore, the study of deep analysis about the relationship of service quality, customer satisfaction, re-purchasing intention and word of mouth effect would become foundation to increase service quality, maximize customer satisfaction, and maintain existing customers and eventually it would become a major factor in establishing future marketing strategies.
To achieve the purpose of this study, the questionnaires was conducted on male and female adults who use franchise sports centers in Oct. 2005. For the purpose of this study, the purposive random sampling method was used and four franchise sports centers of the most biggest sports center "R" was selected. The questionnaire was distributed to 400 members of franchise sports centers and finally, 372 data have selected except for unreliable 28 data. The finally selected data was analyzed with SPSS program V.10.0. In order to examine the characteristics of sample, the frequency analysis was performed and to examine the reliability of survey tool, reliability analysis was performed. Also, to analyze basic statistic quality and verify the hypotheses of the study, t-test, one-way ANOVA and regression analysis were conducted.
Through the methods mentioned above, the results drawn from the analysis are as follows; First, as a result of examining the different customers' perceptions on service quality, customer satisfaction, re-purchasing intention and effects of word of mouth by demographic factors, except for the gender, age, re-purchasing intention and effects of word of mouth, statistically significant differences were indicated on the social status and customer satisfaction.
Second, as a result of examining different customers' perceptions on service quality, customer satisfaction, re-purchasing intention and effects of word of mouth by using behavior of sports center, except for customer satisfaction, re-purchasing intention and effects of word of mouth, statistically significant differences were indicated on reliability of service quality.
Third, to analyze the effects of perceived service quality on customer satisfaction ,the multiple regression analysis was conducted. Among five factors in service quality, 3 factors, tangibility, empathy and responsiveness gave statistically significant effects on customer satisfaction.
Forth, to analyze the effects of perceived service quality on re-purchasing intention, the multiple regression analysis was conducted. Among five factors in service quality, 2 factors, tangibility and confidentiality gave statistically significant effects on re-purchasing intention.
Fifth, to analyze the effects of perceived service quality on effects of word of mouth, the multiple regression analysis was conducted. Among five factors in service quality, 3 factors, tangibility, responsiveness and confidentiality gave statistically significant effects on re-purchasing intention.
Sixth, to analyze the effects of customer satisfaction on re-purchasing intention, simple regression was conducted. The customer satisfaction imposed statistically significant influence on customers' re-purchasing intention.
Seventh, to analyze the effects of customer satisfaction on effects of word of mouth, simple regression was conducted. The customer satisfaction imposed statistically significant influence on effects of word of mouth.
Finally, to analyze the causal relation in service quality, customer satisfaction, re-purchasing intention and word of mouth, path analysis was conducted. Service quality affected customer satisfaction, re-purchasing intention and word of mouth. Customer satisfaction as a mediator variable between service quality and post purchase behavior also affected re-purchasing intention and wold of mouth. Also, correlations between re-purchasing intention and word of mouth imposed statistically significant influence.
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