유소년 스포츠 프랜차이즈의 선택속성, 지각된 가치, 고객만족 및 충성도의 구조적 관계 : 태권도장과 어린이 수영장을 중심으로

The purpose of this study was to examine the structural relationship between the choice attributes, perceived values, customer satisfaction and loyalty of youth sports franchise customers, and determine if there is any difference in the structural relationship between the taekwondo gym and the swimming club. Toward this end, a total of 310 parents of the youth sports franchise members was selected using convenient sampling method, and 299 usable data were utilized in the data analysis. The results of this study were as follows. Firstly, program, accessibility and service sub-dimensions of choice attributes had significantly positive effects on perceived value, whereas facility and price sub-dimensions did not. Secondly, only service sub-dimensions of choice attributes had a positive impact on customer satisfaction. Thirdly, the service factor was only a significant determinant in predicting customer loyalty. Fourthly, perceived value significantly affected customer satisfaction. Fifthly, perceived value had a significantly positive impact on customer loyalty. Sixthly, customer satisfaction had a significantly positive effect on loyalty. Lastly, there were partial differences in path coefficients of the hypothesized model between the swimming and taekwondo gym members. Additionally, managerial implications and future research opportunities were also suggested.