공공스포츠시설 이용자들의 관여도, 만족도, 전환비용, 재구매의도간의 인과관계

The market for public sports facility membership has become highly competitive because of customers’growing health-consciousness. In this environment, managers try to obtain competitive advantage by understandingcustomers’ needs. Despite the importance of public sports facilities to consumers, little theoretica lknowledge is available about those customers’ behaviors. In tihs paper, we developed a conceptual frameworkto investigate the salient factors that influence customesr’ intention to re-purchase a membership at apublic sports facility. The purpose of this study was to examien the causal relationships among involvemen tprofiles, overall satisfaction, affective loyalty, switching cost, among sport center members. Data were co-llected by using the convenience sampling method from members o sfix public sport centers (n=293) locatedin Seoul Kyounggi provinces. The data were analysed by using SSPS ver 18.0 and AMOS 18.0. Findings are a sfollows: First, the overall satisfaction was substantially predicted by involvement subcomponents (importancepleasure,self-expression, and centrality) except risk one. Second, it was found that customers’ satisfactionsignificantly influenced on switching cost. Third, switching cost was found to significantly impact on customer’s repurchasing intention. Fourth, customer satisfaction. was found to significantly influence on customer’s affectiveloyalty. Finally, customer satisfaction was found to significantly influence on repurchasing intention. Ourresults provide an initial guideline for a rigorous approach to manage sports facilities in building competitiveadvantage.