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피트니스센터의 고객지향성, 고객만족, 고객신뢰 및 충성도에 관한 연구

A Study of the Relationship of Customer Orientation, Customer Satisfaction, Customer Trust and Loyalty of Fitness Center

고보라;허진
Koh, Bo-Ra;Hur, Jin

  • 투고 : 2018.11.16
  • 심사 : 2019.02.20
  • 발행 : 2019.02.28

초록

본 연구의 목적은 피트니스센터에서의 고객지향성, 고객만족, 고객신뢰 및 충성도의 관계를 규명하는 것이다. 조사 대상자는 피트니스센터 고객 250명이다. 표본은 편의표본추출법을 활용해 추출하였으며 설문지는 자기평가기입법으로 작성하도록 하였다. 수집된 표본 중에서 1문항이라도 응답하지 않았거나 불성실하게 응답한 것으로 판단되는 설문지를 제외한 총 237부를 최종 유효표본으로 선정하였다. 통계처리는 SPSS 22.0과 AMOS 22.0을 활용하였으며, 모형을 검증한 후 개별 가설들을 검증하여 다음과 같은 결과를 얻었다. 첫째, 피트니스센터의 고객지향성은 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 피트니스센터의 고객지향성은 고객신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 고객만족과 고객신뢰는 충성도에 긍정적인 영향을 미치는 것으로 나타났다.

키워드

고객지향성;고객만족;고객신뢰;충성도;피트니스센터

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