체육시설 서비스 시장의 소비자지향성 요인이 이용 후 만족도에 미치는 영향: 2021 한국의 소비자시장평가 지표를 중심으로

The purpose of the study was to examine the effect of consumer orientation factors(selective diversity, ease of comparison, customer trust, consumer dissatisfaction, price, and safety) in the sports facility service on post-use customer satisfaction(PCS). The data of the study used the data of the 2021 consumer market performance indexes of the Korea Consumer Agency, and the data of 1,000 participants(495 for men and 505 for women, sports facility service users) were used for the final analysis. The SPSS 29.0 program was used for data analysis. The research results are as follows. First, the factors of consumer orientation that affect PCS were safety, price, and ease of comparison. Second, in the customer group who experiences of dissatisfaction and damages in the sports facilities market, reliability was found to be a only significant factor affects PCS among consumer orientation factors. Third, there were differences in consumer orientation factors and PCS according to gender. Women had lower levels of safety, price, and PCS than men. However, there was no difference according to age and income level. These findings imply that safety and reliability are important factors in enhancing the PCS in the sports facilities in the community, and suggest the need to strengthen safety-related regulations and systems in sports policies.