관계 지향적 교환 상황에서 스포츠 서비스 품질 요소들의 역할 = The Roles of Recreational Sport Service Quality in Relational Exchange

다국어 초록 (Multilingual Abstract)

In the relationship marketing literature, trust and commitment are regarded as the most prevalent and important constructs in relational exchange. These constructs are global evaluations that are believed to summarize consumers' knowledge and experiences with a particular product or firm and guide subsequent actions of the consumer. However, underlying basis for these global evaluations is industry specific. Managers are frequently interested in knowing which components of underlying basis are the key drivers of these global evaluations.

It is hypothesized that program quality, interaction quality, outcome quality, and physical environment quality of recreational sport service are related to trust and commitment, and in turn these constructs cause repurchase intention. The study results showed that program quality, interaction quality, and physical environment quality were positively related to trust. For commitment, program quality and interaction quality played the hypothesized role respectively. The relationships among trust, commitment and repurchase intention worked as hypothesized and overall fit of the model to the data were good. However, outcome quality for trust and commitment, and physical environment quality for commitment were not significant in the hypotheses testing.