중국의 상업 스포츠센터 마케팅믹스 전략이 소비자행동에 미치는 영향 연구

Abstract

本研究是以中国健身俱乐部为消费者提供的产品，价格，场所，促销组成的营销策略组合因素对顾客满意具有怎样的影响，以及顾客满意，顾客信赖，顾客忠诚度，回购意图之间的因果关系分析为研究目的。并且对韩国和中国的研究进行分析比较，从而为未来中国商业健身俱乐部成功构建良好的经营环境所需的营销模式的开发提供有价值的参考作为本研究的重点。因此本研究共设置10个研究假设，用以分析体育营销组合中的4个因素与顾客满意，顾客信任，顾客忠诚度，回购意图之间的因果关系。 本研究的问卷调查对象是中国邯郸市年满18周岁的居民并在商业健身俱乐部注册消费3个月以上的顾客，采用了非概率的便利抽样法(convenience sampling method)对邯郸市内的5家健身俱乐部顾客进行问卷调查。调查时间是从2019年 12月至2020年5月，为期6个月左右，共发放问卷450份，回收问卷442份，其中去除无效问卷后，最终得到有效问卷424份用于研究分析，由此得出以下研究结果： 第一，假设1 中国商业健身俱乐部营销策略组合和顾客满意的关系中，假设1-1 产品和顾客满意(路径系数.219,t=2.938,p<0.05),假设1-2价格和顾客满意(路径系数.309，t=4.312，p<0.01),假设1-3渠道和顾客满意(路径系数.177，t=2.234，p<0.05), 假设1-4促销和顾客满意(路径系数0.208，t=2.460，p<0.05)在统计上呈显著的正向（+）因果关系。 第二,假设2顾客满意和顾客信赖，顾客忠诚度,回购意图的关系中，假设2-1顾客满意和顾客信赖(路径系数=.552,t=8.165,p<.001),假设2-2顾客满意和顾客忠诚度(路径系数=.510, t=7.741, p<.001),假设2-3顾客满意和回购意图(路径系数=.430,t=7.395, p<.001)在统计上呈显著的正向（+）因果关系。 第三,假设3顾客信赖和顾客忠诚度,回购意图的关系中，假设3-1顾客信赖和顾客忠诚度(路径系数=.490,t=8.092,p<.001),假设3-2顾客信赖和回购意图(路径系数=.214,t=3.700,p<.01)在统计上呈显著的正向（+）因果关系。 第四，假设4顾客忠诚度和回购意图(路径系数=.353, t=6.658, p<.001)在统计上呈显著的正向（+）因果关系。 综上所述，从统计结果来看，本研究所设定的10个研究假设均通过了验证。因此，中国商业健身俱乐部的营销策略组合是吸引顾客乃至让顾客满意的非常重要的要素，也是为了企业更好的经营必须施行的经营战略手段。确保顾客满意在与顾客信赖，顾客忠诚度以及回购意图的关系中承担着先行变量的角色，确保顾客信赖则是在体育健身中心运营中影响顾客忠诚度和回购意图的必要因素。最后，本研究中通过顾客信赖和回购意图之间紧密的相关性可以得出，确保中国商业俱乐部顾客的忠诚度是吸引消费者重复购买的重要因素。因而，为了确保中国健身俱乐部的竞争力，强化服务品质以及应对细分化的顾客需求，需要树立多样化的经营战略，并且有必要结合尖端的it技术，让体育健身俱乐部设施产生高效性变化。|The purpose of this study is to investigate the effects of marketing mix factors such as product, price, place, and promotion on customer satisfaction and analyze their casual relationship with customer satisfaction, customer trust, customer royalty, and revisit intention in commercial sports center consumers in China. Moreover, this study focuses on the comparison of Korean research with Chinese research and on the development and presentation of a marketing model necessary to build up the successful management environment of commercial sports center in China. In this sense, this study analyzed the causal relationship between four factors of sports marketing mix and customer satisfaction, customer trust, customer royalty, and revisit intention and created ten research hypotheses. The subjects of the questionnaire survey were users over eighteen years old who resided in Handan City in China and registered for a commercial sports center for more than three months. The survey was conducted in five commercial sports centers in Handan City. The convenience sampling method of non-probability sampling was used and the survey period was about six months from December, 2019 to May, 2020. A total of 450 questionnaires were distributed and 442 were returned. Unfaithful responses were excluded and 424 were used for the final analysis. The results of this study were as follows. As a result of the analysis, first, for the relationship between marketing mix and customer satisfaction in commercial sports centers in China of Hypothesis 1, there was a statistically significant positive(+) causal relationship between product and customer satisfaction of Hypothesis 1-1(path coefficient=0.219, t=2.938, p<0.05), between price and customer satisfaction of Hypothesis 1-2(path coefficient=0.309， t=4.312， p<0.01), between logistics and customer satisfaction of Hypothesis 1-3(path coefficient=0.177， t=2.234， p<0.05), and promotion and customer satisfaction of Hypothesis 1-4(path coefficient=0.208，t=2.460， p<0.05). Second, for the relationship between customer satisfaction and customer trust, customer royalty, and revisit intention of Hypothesis 2, there was a statistically significant positive(+) causal relationship between customer satisfaction and customer trust of Hypothesis 2-1(path coefficient=.552, t=8.165, p<.001), between customer satisfaction and customer royalty of Hypothesis 2-2(path coefficient=.510, t=7.741, p<.001), and between customer satisfaction and revisit intention of Hypothesis 2-3(path coefficient=.430, t=7.395, p<.001). Third, for the relationship between customer trust and customer royalty and revisit intention of Hypothesis 3, there was a statistically significant positive(+) causal relationship between customer trust and customer royalty of Hypothesis 3-1(path coefficient=.490, t=8.092, p<.001) and between customer trust and revisit intention of Hypothesis 3-2(path coefficient=.214, t=3.700, p<.001). Fourth, the customer royalty and revisit intention of Hypothesis 4(path coefficient=.353, t=6.658, p<.001) had a statistically significant positive(+) causal relationship. In conclusion, the ten hypothesis created in this study were all accepted. It shows that the marketing mix strategy is a very important element to lead to users’ satisfaction in the commercial sports center in China and also an essential management strategy for company management. Moreover, customer satisfaction secured acts as a antecedent variable to secure customer trust, customer royalty, and revisit intention and customer trust influences customer royalty and revisit intention. Therefore, they are the necessary factors to be secured to operate a sports center. Finally, this study presents that the close relationship between customer royalty and revisit intention suggests that the royalty of commercial sports center users is an important factor leading to customer’s repeat purchase. Therefore, it is necessary to enhance service quality, work out various management strategies to meet subdivided customer desires, and change efficient sports center facilities using the latest IT.