스포츠센터 참가자의 기대불일치와 소비자만족 및 재구매의도의 관계 = (The)relationships among the disconfirmation of sports center participants, customer satisfaction, and repurchase

다국어 초록 (Multilingual Abstract)

This research aims to empirically reveal the formation process of customer satisfaction and customer activities afterwards. In concrete, the influence of disconfirmation on customer satisfaction and that of customer satisfaction on repurchase are studied.
As the subjects, 406 customers using sports centers in B Metropolitan City and K Province were chosen by cluster random sampling. For the proof of validity and reliability, AMOS 5.0 and SPSS WIN 12.0 were utilized based on confirmatory factor analysis and Cronbach's ? method.
Structural equation modeling was used for statistical analysis to evaluate the appropriateness of structural modeling. The statistical level of significance was ?<.05. A questionnaire employed to collect data had 32 items: 5 demographic and 3 each in expectation, performance, disconfirmation, attribute satisfaction, information satisfaction, customer satisfaction, trust, commitment, and repurchase.
The reliability of the questionnaire turned out to be .647&#12316;.842. The confirmatory factor analysis found the variables of disconfirmation, customer satisfaction, and repurchase mutually independent, while the appropriateness of structural modeling appeared favorable.
In the current research, 13 hypothetical courses were adopted and 3 denied. In the hypotheses based on preceding studies, the direct effects of expectation, performance, and disconfirmation were not significant.
As a result, modified models were made. In Research ? (Modified Model ?), the attribute satisfaction and information satisfaction of the sports center participants were considered preceding variables. The medium effects of trust and commitment in the relationship between customer satisfaction and repurchase were analyzed, while structural modeling looked appropriate.
The following results were produced:
1. Attribute satisfaction and information satisfaction were preceding variables to affect customer satisfaction positively.
2. Customer satisfaction had a direct positive effect on trust, but not a direct affirmative effect on repurchase.
3. Trust and commitment were important variables mediating customer satisfaction and repurchase, having a direct positive influence on repurchase in particular.
In Research ? (Modified Model ?), the relationship between the customer satisfaction (including performance) of the sports center participants and repurchase was analyzed. The appropriateness of structural modeling was favorable.
The concrete findings were as follows:
1. Performance was a preceding variable to have a positive effect on customer satisfaction.
2. Customer satisfaction directly and positively affected trust, commitment, and repurchase.
3. Trust and commitment were important variables mediating customer satisfaction and repurchase, especially affecting repurchase in a direct and affirmative way.

목차 (Table of Contents)

• 표 목차 ⅲ
• 그림 목차 ⅴ
• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 4
• 3. 연구의 제한점 5
• Ⅱ. 이론적 배경 6
• 1. 기대불일치 6
• 2. 소비자만족 12
• 3. 신뢰, 몰입, 재구매의도 15
• 4. 선행연구 고찰 18
• Ⅲ. 관계모형: 기대불일치와 소비자만족 및 재구매의도 30
• 1. 관계모형의 설정 30
• 2. 관련 변인의 정의 31
• 3. 구조모형 38
• 4. 연구가설 40
• Ⅳ. 연구방법 41
• 1. 연구대상 41
• 2. 조사도구 42
• 3. 조사절차 및 자료처리 43
• 4. 자료분석 방법 43
• Ⅴ. 연구결과 45
• 1. 측정모형에 대한 타당도 및 신뢰도 검증 45
• 2. 연구 Ⅰ： 기대불일치와 소비자만족 및 재구매의도의 관계 53
• 3. 연구 Ⅱ： 소비자만족과 재구매의도의 관계에서 신뢰와 몰입의 매개효과(수정모형Ⅰ) 57
• 4. 연구 Ⅲ： 성과를 포함한 소비자만족과 재구매의도의 관계(수정모형Ⅱ) 62
• Ⅵ. 논의 66
• 1. 연구 Ⅰ： 기대불일치와 소비자만족 및 재구매의도의 관계 66
• 2. 연구 Ⅱ： 소비자만족과 재구매의도의 관계에서 신뢰와 몰입의 매개효과(수정모형Ⅰ) 67
• 3. 연구 Ⅲ： 성과를 포함한 소비자만족과 재구매의도의 관계(수정모형Ⅱ) 74
• Ⅶ. 요약 및 제언 78
• 1. 요약 78
• 2. 제언 80
• 참고문헌 81
• 부록 92
• ABSTRACT 96