한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제10권2호
  • /
  • Pages.247-254
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  • 2019
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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피트니스센터의 고객지향성, 고객만족, 고객신뢰 및 충성도에 관한 연구

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

  • Koh, Bo-Ra (Division of General Education, Konyang University) ;
  • Hur, Jin (Division of Sports Management, Dankook University)
  • 투고 : 2018.11.16
  • 심사 : 2019.02.20
  • 발행 : 2019.02.28
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초록

본 연구의 목적은 피트니스센터에서의 고객지향성, 고객만족, 고객신뢰 및 충성도의 관계를 규명하는 것이다. 조사 대상자는 피트니스센터 고객 250명이다. 표본은 편의표본추출법을 활용해 추출하였으며 설문지는 자기평가기입법으로 작성하도록 하였다. 수집된 표본 중에서 1문항이라도 응답하지 않았거나 불성실하게 응답한 것으로 판단되는 설문지를 제외한 총 237부를 최종 유효표본으로 선정하였다. 통계처리는 SPSS 22.0과 AMOS 22.0을 활용하였으며, 모형을 검증한 후 개별 가설들을 검증하여 다음과 같은 결과를 얻었다. 첫째, 피트니스센터의 고객지향성은 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 피트니스센터의 고객지향성은 고객신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 고객만족과 고객신뢰는 충성도에 긍정적인 영향을 미치는 것으로 나타났다.

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.

키워드

OHHGBW_2019_v10n2_247_f0001.png 이미지

Fig. 1. Research model

Table 1. personal characteristics

OHHGBW_2019_v10n2_247_t0001.png 이미지

Table 2. Confirmatory Factor Analysis and reliability

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Table 3. Correlations Analysis

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Table 4. Hypothesis verification

OHHGBW_2019_v10n2_247_t0004.png 이미지

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