볼링장 물리적환경이 이미지와 고객 재방문에 미치는 영향

Abstract

This study aims to examine the effects of physical environment on an image and customer revisit in bowling centers. The subjects were bowling community members and general bowling users in G Metropolitan City in 2013 selected by a convenience sampling method. 40 questionnaires were distributed to 10 bowling centers(400 in total) with 2 bowling centers in each five districts. Finally a total of 391 effective samples were analyzed via SPSS 18.0 program and the conclusion was as follows. First, an analysis on perceptional difference of physical environment (cleanliness, aesthetics, comfort, convenience, safety, and high-tech) by demographic characteristics(sex, age, and the average monthly amount of using a bowling center) showed that there was no statistical difference in sex(p<.05); there was a statistical difference in age(cleanliness, F=8.454***; aesthetics, 10.566***; comfort, F=7.986***; convenience, F=12.046***; high-tech, F=9.979***;and safety, F=3.244*); and there was no statistical difference in the average monthly amount of using a bowling center(comfort, F=2.822*). Second, an analysis on the effects of physical environment(cleanliness, aesthetics, comfort, convenience, safety, and high-tech) on an image showed a positive(+) effect of aesthetics(β =.195, t=3.236***), convenience(β =.177, t=2.820**), high-tech(β =.330, t=5.407***), and safety(β =.180, t=3.733***). Third, an analysis on the effects of physical environment(cleanliness, aesthetics, comfort, convenience, safety, and high-tech) on customer revisit showed a positive(+) effect of cleanness(β =.145, t=2.886**), aesthetics(β =.158, t=2.696**), comfort(β =.150, t=2.612**), and high-tech(β =.330, t=6.480***).