A Study of the Relationship of Customer Orientation, Customer Satisfaction, Customer Trust and Loyalty of Fitness Center

피트니스센터의 고객지향성, 고객만족, 고객신뢰 및 충성도에 관한 연구

  • Koh, Bo-Ra (Division of General Education, Konyang University) ;
  • Hur, Jin (Division of Sports Management, Dankook University)
  • Received : 2018.11.16
  • Accepted : 2019.02.20
  • Published : 2019.02.28


The purpose of this study was to examine the relationship among customer orientation, customer satisfaction, customer trust and loyalty of fitness center. The subjects were sport center customer and 250 data were collected and 237 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSS 22.0, confirmatory factor analysis, correlation analysis and structural equation mode analysis using AMOS 22.0. Based on the above study method and procedures and the result are as follows. First, customer orientation had a positive effect on customer satisfaction. Second, customer orientation had a positive effect on customer trust. Third, customer satisfaction and customer trust had a positive effect on loyalty.

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Fig. 1. Research model

Table 1. personal characteristics

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Table 2. Confirmatory Factor Analysis and reliability

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Table 3. Correlations Analysis

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Table 4. Hypothesis verification

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