스포츠센터 서비스품질과 고객만족, 고객신뢰, 고객태도의 관계에서 불확실성 회피성향의 영향분석

Abstract

This study was conducted to analyze the result of five factors of service quality of sports and fitness center on customer satisfaction, customer trust, and customer attitude felt by consumers. In addition, the effect of uncertainty avoidance tendency through the dissimilarity among low group and high group in the COVID-19 situation on customer satisfaction, customer trust, and customer attitude was analyzed. The purpose is to provide empirical basic data that can increase the operational efficiency of sports centers and dominate management strategies despite the risk of spreading epidemic diseases in the future. To accomplish the reason of the study, the poll used a convenience sampling method in th midst of non-probability sampling methods. It was conducted for a total of four months from November 1, 2021 to February 28, 2022 through offline paper questionnaires and online questionnaires (Google Drive) for residents of Gwangju Metropolitan City, Suncheon City, Jeollanam-do, and Yeosu City. Through this, the final 276 copies of effective samples were secured. In addition, for the results of this study, SPSS ver. 23.0 and AMOS 23.0 programs were used for data processing. The accompanying research results were acquired through independent t-test, structural equation model, and multi-group analysis. First, among the service factors of the sports center, reliability and empathy were found to have a important positive (+) effect on customer satisfaction. Second, it was established that customer satisfaction in sports centers had a important positive (+) effect on customer trust and customer attitude. Third, through additional analysis, the difference between service quality and customer conduct depending on low and high groups of uncertainty avoidance in the COVID-19 situation showed that the higher the uncertainty avoidance tendency, the higher the service quality, customer satisfaction, customer trust, and customer attitude. Fourth, in the results of multi-group path analysis according to the low and high groups of uncertainty avoidance tendency, the positive (+) effect was the same in the path of service quality and customer satisfaction, customer satisfaction and customer trust, and customer attitude. In conclusion, this study presents a conceptual framework with theoretical basis for the causal association amidst customer satisfaction, customer trust, and customer attitude in sports centers, suggests that there is a dissimilarity groups depending on perceived risk of uncertainty avoidance in COVID-19. It is revealed that there is an influence on customer behavior depending on the group. In particular, reliability and empathy among service quality are important factors that can lead to customer satisfaction, so it should be recognized that the service authenticity of sports center employees is very important. Usually, the managers of sports centers provide training on the service authenticity of employees, and customer satisfaction leads to customer trust and customer attitude of the sports center, so it is expected that the most efficient sports center operation strategy will be established through long-term customer management.