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Effect of Relationship Marketing Factors of the Sports Centers on Customer Trust and Intention to Repurchase

스포츠센터의 관계마케팅 요인이 고객신뢰 및 재등록의사에 미치는 영향

  • Received : 2017.06.19
  • Accepted : 2017.08.20
  • Published : 2017.08.28

Abstract

This study was to research effect of relationship marketing factors of the sports centers, customer trust and intention to repurchase. Objects of study were customers of three sports centers in Gyeonggi province and research tool was questionnaire. Among 350 copies of data, 344 copies had been used for actual data processing and collected data had been analyzed with frequency analysis, correlation analysis, reliability test, exploratory analysis multiple regression analysis by using SPSS 21.0. The results from these processes are as follows. First, relationship marketing factors positively effect on customer trust. Second, relationship marketing factors positively effect on intention to repurchase except communication. Finally, customer trust positively effect on intention to repurchase.

Keywords

Sports Center;Relationship Marketing;Customer Trust;Intention to Repurchase;Sports Marketing

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