상업스포츠시설의 서비스보증, 전반적 서비스품질, 지각된 가치 및 고객만족의 관계

The purpose of this study was to comprehensively examine the causal relations among commercial sports facilities' service guarantees, overall service quality, perceived value and customer satisfaction, in order to find out the influential factors upon the customer satisfaction of commercial sports facilities. Study subjects were 225 users of domestic commercial sports facilities and they were sampled with the convenience sampling method. Study findings are as follows: First, it is necessary for commercial sports facility managers to actively present service guarantees in order to implant reliability in customers on the basis of such a strategy with which customers can perceive high quality of the facility. Second, in order to improve service quality, it is necessary for commercial sports facility managers to systematically verify the factors of service guarantee strategy, thus making service values improved. Third, it is necessary for commercial sports facility managers to reasonably present a service guarantee strategy with which customers can increase their perceived service quality and values for the facility. Fourth, it is necessary for commercial sports facility managers to work out a strategy of providing pleasure and joy to customers on the basis of various service- and value-creative strategies that can increase customer satisfaction.