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수영장의 서비스 품질, 고객만족, 전환장벽이 고객충성도에 미치는 영향
김장환,박진기,예종현 한국스포츠리서치 2004 한국 스포츠 리서치 Vol.15 No.3
This Study, Effects of Quality Services, Customer Satisfaction, and the Switching Barrier on Customer Loyalty of Swimming Pools, aims to determine the relationships between (1) services rendered, (2) customer satisfaction, and (3) the switching barrier of public swimming pools in Daegu, Korea with resultant (4) customer loyalty using the regression analysis. To achieve this goal, the Study establishes a hypothetical model based on prior related research, The Systematic Stratified Cluster Random Sampling Method was used in evaluating the sampling data The results of the research conducted using the above-mentioned study methods and data analysis are as following: 1. The more a customer was aware of the services provided by swimming pools, the closer the reciprocal personal relationship and the higher switching costs. Both the reciprocal personal relationship and switching costs are sub-variables of the switching barrier, However, when customers were well-aware of the services being provided, the attractiveness of alternatives seemed to decrease, 2. The more customers were aware of the services provided by swimming pools, the more they felt satisfied with a pools services. 3. As the reciprocal personal relationship developed and the switching costs increased, the switching barrier appeared to increase, However, the attractiveness of alternatives turned out to have minimal or no influence on the switching barrier, 4. The more customers felt satisfied with the pool they were using, the greater the switching barrier became and thus less likely that the customer would change pools, 5. As the switching barrier increased, the customer loyalty to a pool also improved, 6. The service quality, sub-variables of the switching barrier, customer satisfaction, and the switching barrier had significant impacts on customer loyalty to the swimming pool he or she was using at the time, In summary, a customers awareness of exemplary user services of a swimming pool helps him or her to better understand the sub-variables of the switching barrier (except the attractiveness of alternatives) and results in greater customer satisfaction and loyalty of a truly quality-conscious, health facility, In turn, a better understanding by a customer of a pool facilities, services and customer-conscious ness contributes significantly to building the switching barrier and results In higher customer loyalty by the client, Therefore, owners and operators of swimming pools in Dae gu, Korea should focus on three key elements to customer satisfaction: (1) quality of user-services, (2) customer satisfaction, and (3) the switching barrier, Prioritizing pool operations around these three fundamentals will enable pools in the area to gain market share and improve customer loyalty, long term.
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