Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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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
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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.

본 연구는 스포츠센터의 관계마케팅 요인과 고객신뢰, 재등록의사와의 관계를 알아보기 위하여 이루어 졌다. 연구대상은 경기지역에서 스포츠센터에 다니고 있는 고객들을 대상으로 하였으며, 조사도구는 설문지를 사용하였다. 설문지는 350부중 344부를 실제 자료처리에 사용하였으며, 자료처리는 SPSS 21.0 통계 프로그램을 이용하여 빈도분석, 상관관계분석, 신뢰도 검사, 탐색적 요인분석, 다중회귀분석 하였다. 연구결과는 다음과 같다. 첫째, 관계마케팅 하위요인 시설, 직원전문성, 가격, 유대감, 커뮤니케이션 순으로 고객신뢰에 정적인 영향을 미쳤다. 둘째, 관계마케팅 하위요인 중 커뮤니케이션을 제외한 가격, 시설, 유대, 직원전문성 순으로 재등록의사에 정적인 영향을 미쳤다. 마지막으로 고객신뢰는 재등록의사에 정적인 영향을 미쳤다.

Keywords

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