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요가센터의 서비스스케이프가 고객만족과 고객시민행동에 미치는 영향
여동구 한국체육과학회 2022 한국체육과학회지 Vol.31 No.4
In the yoga center, which is a field of the service industry, servicescape acts as an important factor. The purpose of this study was to examine the effect of Yoga center's servicescape on customer satisfaction and customer citizenship behavior. For the preliminary survey, a questionnaire was distributed to 50 members using the yoga center to check whether there were any problems, and then factor analysis and reliability test were performed. The subjects were registered members of yoga centers in Seoul and Gyeonggi provinces, and a total of 347 copies were analyzed. Servicescape surveyed 16 questions by Kim et al. (2016), customer satisfaction with 16 questions and 4 questions by Park et al. (2019), and customer citizenship behavior with 6 questions by Groth (2011). For data processing, frequency analysis, factor analysis, and reliability analysis were performed using SPSS 22.0. For correlation analysis of each variable, Pearson's product correlation, one-way ANOVA, and multiple regression analysis were performed. In conclusion, servicescape of yoga center had an effect on age and period of use, and customer satisfaction had an effect on age. Customer satisfaction behavior of customer citizenship behavior was found to affect age, and center development behavior affected the period of yoga center use. Also, servicescape was found to affect customer satisfaction and customer citizenship behavior. Therefore, the need to improve the servicescape is raised to vitalize the yoga center, which can be expected to activate the yoga center.