스포츠센터 소비자가 지도자 서비스품질과 구매 후 행동에 미치는 영향 분석 = Analysis of Influences of Sports and Fitness Center Customers on Service Quality and Post-purchase Actions

다국어 초록 (Multilingual Abstract)

With the improvement of the living standard, people pursued a better quality of life, keeping a healthy balance between the three dimensions - mentally, physically and socially. They further aspired to fulfill their dreams and make waves around the world. In keeping abreast of these changes, leisure sports that could be enjoyed by general public came to the forefront. As the number of participants in the sports increased sharply, the pressing need for places for sports activities became apparent. Well-aware of the increasing need, this researcher attempted to analyze the influences of commercial sports and fitness center customers on service quality and post-purchase actions.
This study limited its targets to customers of sports and fitness centers in Seoul, 2003. A total of 500 customers were selected using stratified random sampling; however, those who repeated the same answers for several questions or provided insufficient answers were eliminated from the study. After this screening process, data gathered from 480 subjects were used for the analysis.
The collected data were analyzed statistically by the following SPSS programs:
First, Descriptive Analysis was used to analyze variables of population statistics and the distribution of answers to each question.
Second, the reliability of the questionnaires were examined by Cronbach'a.
Third, the hypothesis was verified thoroughly by T-test, one-way ANOVA, correlation analysis, and multiple regression analysis. For post-verification, Ducan test was performed. The statistically significant level was set to p＜. .05 for verification.
The following results were obtained through the analysis:
First, customers' age, sex, and occupations seemed to affect service quality factors (i.e., reliability, empathy, responsiveness, tangibles and assurance) as differences were found in them. However, no difference was found in the service quality in relation to the customers' educational level and monthly average income.
Second, regarding customers' post-purchase actions, differences were found in sex and age. With respect to sex, differences were found in a factor such as recommendation intention to others. In case of age, differences were found in a factor such as purchase intention. However, no difference was found in customers' post-purchase actions in terms of their educational level, income, and occupations.
Third, the sports and fitness center customers did not seem to affect service quality and post-purchase action factors such as purchase and recommendation intentions to others.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 논의
• Ⅵ. 결론
• 참고문헌
• ABSTRACT