스포츠센터의 관계혜택과 관계가치, 관계지향성이 이용객의 서비스만족도에 미치는 영향

Effects of Relationship Benefit and Relationship Value, Relationship Directivity of Customers on Sports Center Customer Service Satisfaction

This study aims firstly to investigate relationship benefit, relationship value and relationship directivity for sports center customers under increasingly competitive trend in sports center marketing and, thereby, their effect on customer service satisfaction. For those purposes a survey was conducted for 634 customers commercial sports centers currently in operation at ‘D’ metropolitan city. The personal characteristics data of the sports center customers were used for frequency analysis. t-Test, one-way ANOVA and correlation analysis were conducted in order to analyze the recognition level by each personal characteristic group about relationship benefit, relationship value, relationship directivity and service satisfaction. Multiple regression analysis was carried out to examine the casual relationship. Several meaningful conclusions can be derived as follows in this study.