스포츠센터 고객의 서비스보증이 서비스품질, 서비스 신뢰성, 서비스가치 및 고객충성도에 미치는 영향

This study was aimed at providing necessary data and information to the managers who run sports centers for new marketing strategies. The researcher investigated the structural relations among service quality, service reliability, service value, and customer loyality targeting the sports center’s customers focusing on the standard of service guarantee, which has not been used for a while. To accomplish the purpose of this research, the researcher extracted the samples from total 350 respondents using the convenience sampling having targeted the members of five sports centers located in Gyeonggi-do as of 2011, and, among them, the questionnaires completed by 303 respondents were used in this survey. As instruments for collecting data and information, the researcher modified and complemented the questions, which had been used in the precedent studies to fit the aim of research. The collected questionnaires were processed by SPSS 17.0 and Amos 5.0 program. Having completed the data process, the researcher verified each individual hypothesis after confirmation of verification of the goodness-of-fit of the modeling. The results are as follows: First, the results from verification revealed that service guarantee by sports center had statistically significant impacts on service quality. Second, the results showed that service guarantee by sports center had statistically significant influences on service reliability. Third, the results indicated that service guarantee by sports center had no statistically significant impacts on service value. Fourth, the results revealed that service guarantee by sports center had no statistically significant impacts on customer loyalty. Fifth, the results showed that service quality of sports center had statistically significant impacts on service reliability. Sixth, the results revealed that service quality of sports center had statistically significant impacts on service value. Seventh, the results from verification showed that service quality of sports center had statistically significant influences on customer loyalty. Eighth, the results revealed that service reliability of sports center had statistically significant impacts on service value. Ninth, the results from verification showed that service reliability of sports center had no statistically significant influences on customer loyalty. Tenth, the results from verification revealed that serive value of sports center had statistically significant impacts on customer loyalty.