메뉴 건너뛰기
.. 내서재 .. 알림
소속 기관/학교 인증
인증하면 논문, 학술자료 등을  무료로 열람할 수 있어요.
한국대학교, 누리자동차, 시립도서관 등 나의 기관을 확인해보세요
(국내 대학 90% 이상 구독 중)
로그인 회원가입 고객센터 ENG
주제분류

추천
검색
질문

논문 기본 정보

자료유형
학술저널
저자정보
김경현 (목포대학교) 최의열 (한국해양대학교)
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제77호
발행연도
2019.7
수록면
165 - 174 (10page)
DOI
10.51979/KSSLS.2019.07.77.165

이용수

표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
AI에게 요청하기
추천
검색
질문

초록· 키워드

오류제보하기
Purpose: The purpose of this study is to analyze the determinants of revisit and recommendation intention of personal training facilities to maintain existing customers and secure new customers, and to provide information necessary for building and implementing marketing strategies that can effectively attract demand.
Method: In order to accomplish the study purpose, a survey was conducted at personal training facilities located in the capital region and two metropolitan areas, and a valid sample of 273 copies was obtained. After validating the validity and reliability of the data, the following results were derived through dichotomous logistic regression analysis.
Results: First, among general characteristics of personal training users, gender and duration of use were significant determinants of revisit intention. For gender, men were .306 times less likely to revisit personal training facilities than women. For the duration of use, users who have a period of use of one year and six months to two years, compared to over three years, were .106 times less likely to revisit. Second, among selection attributes, the facility was a significant determinant of revisit and recommendation intention. Specifically, one unit increase in facility regarding selection attributes led to 1.873 times increase in the probability of revisiting and 2.099 times increase in the probability of recommending. Lastly, the satisfaction of the users of personal training appeared to be a significant determinant of revisit and recommendation intention. The odds of revisiting and recommending increased by 2.147 times and 1.617 times respectively with a one-unit increase in satisfaction.
Conclusion: In order to maintain existing customers and attract new customers, it is important to understand what benefits users can get through the program, and it is necessary to constantly investigate user reactions using appropriate marketing communication method.

목차

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌
ABSTRACT

참고문헌 (27)

참고문헌 신청

함께 읽어보면 좋을 논문

논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!

이 논문의 저자 정보

이 논문과 함께 이용한 논문

최근 본 자료

전체보기

댓글(0)

0

UCI(KEPA) : I410-ECN-0101-2019-692-000951138