헬스클럽의 서비스품질과 서비스공정성이 고객애호도에 미치는 영향

Abstract

ABSTRACT

Effects of Service Quality and Service Justice on Customer Loyalty in Fitness Centers

Ju, Myung-il

Advisor : Prof. chae hun Song Ph D.

Major in Physical Education

Graduate School of Education. Chosun University

The study is significant in examining service quality required by customers which can enhance customer loyalty and correct justice process of service between the management and customers in fitness centers and providing empirical materials which can gain management efficiency and competition superiority of fitness centers which are placed on competitive environment through acquisition and utilization of a variety of materials. The subjects of this study were fitness club customers residing in G metropolitan city in 2009. The questionnaire survey was conducted with a total of 500 customers, 50 to two fitness centers from each of five districts by self-administered personal interview using a convenience sampling method. 464 effective samples were analyzed using SPSS 12.0 and finally the following conclusion was drawn.

First, the difference in perceived service quality among fitness center customers was analyzed according to demographic characteristics. There was a statistically significant difference in responsiveness, assurance, and empathy for age; in empathy for education; in responsiveness for monthly mean income; in responsiveness, assurance, and empathy for professional group in occupation; and in tangibility, responsiveness, and empathy for experience. The highest perception groups were found as the 20-29 years group for age; the university graduates for education; the < 2 million Korean won group for monthly mean income; and the 6 months ~ 1 year user group for experience. Second, the difference in perceived service justice was analyzed according to demographic characteristics. There was a statistically significant difference in distributive justice for age; in distributive justice, interactional justice, and procedural justice for the professional group in occupation; and in distributive justice, interactional justice, and procedural justice for experience. The highest perception groups were found as the 20-29 group for age; the professional group for occupation; and the 6 months ~ 1 year user group for experience. Third, in the correlation analysis between service quality and customer loyalty and between service justice and customer loyalty in fitness centers, a positive correlation was found in all factors. Fourth, as a result of analyzing the effects of service quality on customer loyalty in fitness centers, as reliability, responsiveness, assurance, and empathy became higher, behavior loyalty was increased; as tangibility, assurance, and empathy became higher, attitude loyalty was increased; and as tangibility and assurance became higher, perception loyalty was increased. Finally, as a result of analyzing the effects of service justice on customer loyalty in fitness centers, as distributive justice, interactional justice, and procedural justice became higher, behavior loyalty was increased; as distributive justice and interactional justice became higher, attitude loyalty was increased; and as distributive justice, interactional justice, and procedural justice became higher, perception loyalty was increased.