테니스장 서비스품질이 동호인의 만족도와 충성도에 미치는 영향

Abstract

The purpose of this study is to examine the service quality of a tennis court which is one of public sport facilities and analyze a difference in service quality and customer behavior according to demographic characteristics and the relationship between service quality and customer behavior of club members in a tennis court. This study developed a structured questionnaire. The questionnaire survey was conducted in three cities including Gwangju Metropolitan City for four weeks from March 1 to March 31, 2021. A convenience sampling method and a self administration method were applied for the survey and 250 questionnaires were used for statistical analysis. SPSS Ver. 22.0 and AMOS 22.0 were used for data processing to analyze study results. Using independent t-test analysis, one-way ANOVA, and structural equation model(SEM), the following conclusions were drawn. First, for a between-group difference in service quality in relation to age, there was a statistically significant between-group difference in tangibility(p<.001), reliability(p<.001), responsiveness(p<.001), assurance(p<.01), and empathy(p<.001). Satisfaction(p<.001) and royalty(p<.001) had also a statistically significant between-group difference. Moreover, for the service quality in relation to education, there was a statistically significant between-group difference in tangibility(p<.01), reliability(p<.01), responsiveness(p<.01), assurance(p<.001), and empathy(p<.001). Satisfaction(p<.01) and royalty(p<.01) in relation to education had also a statistically significant between-group difference. Second, tangibility( p<.001), reliability(p<.001), responsiveness(p<.001), and empathy(p<.001) of the service quality of a tennis court had an effect on satisfaction. Responsiveness(p<.05) and assurance(p<.001) of service quality had an effect on royalty. The satisfaction(p<.001) of a tennis court had an effect on royalty. In conclusion, this study suggests that the establishment of high service quality may satisfy consumer’s desire in the tennis court and service quality may ensure satisfaction and royalty. In particular, club members’ high satisfaction and royalty is an important strategy to improve management environment and maintain customers in the tennis court. Moreover, this study indicates that offering high level service quality to club members can be a differentiation strategy from other tennis courts.