건강관리산업에서 고객충성도의 선행변수에 관한 연구

Health care Industry that has been developed so far and has been experiencing the rapid growth of economy is developing, expanding and, being subdivided based on the scale and diversity of our society. Health care industry is in need of Marketing Strategy depending on the demand for the increasing level of the customer service, business environment changing rapidly and the influx of the new service definition. This study is concentrating on how the service quality affects the customer satisfaction and commitment in the commercial facilities consisting of sauna, fitness center and JJimjil-Bang, and how this affects royalty, repurchasing and recommendation. The result shows that the satisfaction and commitment to service quality have an effect on the royalty, and the tangibility and reliability of service quality and have the most sensitive effect on the satisfaction, after the phase of immersion, and are the most critical factor of recommendation. The analysis of the empirical effect is significant in that it shows the way to establish the strategies in compliance with the current business environment by finding out how the customer satisfaction and commitment led by the appropriate level of service quality influence customer royalty, recommendation and repurchasing, which is the most interesting area to the owners of businesses.