공공스포츠센터 서비스품질과 고객만족, 고객신뢰, 충성도 그리고 구매의도의 관계

The purpose of this study was to identify the effect of service quality of sport programs in a public sport center on purchasing, customer satisfaction, and trust. The respondents for this study were participants of the center (n=331) located in Nowon-Gu, Seoul in Korea. Respondents consist of 166 males and 165 females. The respondents were over 19 years old and had participated in the sport center program. The study utilized survey instruments by using convenience sampling method. The questionnaire was consisted of service quality, satisfaction, trust, loyalty, customer’s repurchasing intention, and socio-demographic variables. The data were analysed by using SPSS ver 15.0 and AMOS 7.0. Factor analysis, correlational analysis, structural equation model were used where appropriate. Findings are as follows: First, service quality were found to significantly impact on customer satisfaction, trust, customer’s repurchasing intention, and loyalty, Second, it was found that personnel factor significantly influenced on customer satisfaction. Third, customer satisfaction. was found to significantly influence on customer’s trust. Fourth, customer satisfaction. was found to significantly influence on customer’s loyalty. Fifth, customer trust was not found to significantly influence on customer’s loyalty. Sixth, customer’s loyalty was found to significantly influence on customer’s repurchasing intention.