공공스포츠센터 서비스 품질지각이 성과에 미치는 영향 -고객충성도와 주관적 삶의 질의 매개 역할- = The Influences of Perceived Service Quality on Performance of Public Sports Center -The Mediating Roles of Customer Loyalty and Perceived Quality of Life-

국문 초록 (Abstract)

본 연구는 공공스포츠센터의 성과향상방안 도출을 목적으로 성과에 영향을 미칠 것으로 기대되는 관련변수들의 관계를 검증하기 위한 논문이다. 구체적으로, 재구매의도와 구전의도를 스포츠센터의 성과변수로 설정하고 지각된 서비스품질과 고객만족을 독립변수로, 고객충성도와 주관적 삶의 질을 매개변수로 설정한 연구모형을 개발하고 이를 검증하였다. 8개의 공공스포츠센터 이용 객들을 대상으로 자료를 수집하였으며 경로분석에 의해 분석하였다. 분석결과, 스포츠센터 이용고객들의 지각된 서비스품질이 고객만족에 영향을 미치고 고객충성도와 주관적 삶의 질의 매개를 통하여 재구매의도와 구전의도에 유의적인 영향을 미치는 것으로 나타났다. 본 연구는 서비스마케팅의 주된 관심사인 서비스품질과 고객충성도 및 고객만족 등의 관계를 스포츠센터의 context에 적용시켜 그 관계를 확인했다는데 의의가 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to draw the way of improving the performance of public sports centers. For the purpose, we investigated the structural relations between perceived service quality, customer satisfaction, customer loyalty, perceived quality of life, repurchase intention, and word-of-mouth intention. Data were collected from customers of eight public sports centers and analyzed with path analysis. As the results, it is found that the perceived service quality of customers of the sports centers influence on customer satisfaction through the mediating role of customer loyalty and perceived quality of life. This article confirms the relations between service quality, customer loyalty, and customer satisfaction, which are the main concerns of service marketing study, applying to context of sports center.

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