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The Investigation of Relationship between Fitness Center's Customer Equity and Customer Loyalty : The Mediating Role of Customer Trust and Customer Satisfaction
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피트니스센터의 고객자산과 고객충성도의 관계에 대한 연구 : 고객신뢰와 고객만족의 매개역할

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Type
Academic journal
Author
Yoo, Ho-Gil (가톨릭관동대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.29 No.4 KCI Accredited Journals
Published
2020.8
Pages
645 - 658 (14page)
DOI
10.35159/kjss.2020.08.29.4.645

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The Investigation of Relationship between Fitness Center's Customer Equity and Customer Loyalty : The Mediating Role of Customer Trust and Customer Satisfaction
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Abstract· Keywords

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The purpose of this study was to examine the causal relations between fitness center" customer equity, customer trust and customer satisfaction its customer loyalty. Study subjects were 200 subjects at fitness center in Seoul and the capital area and they were sampled with a convenience sampling method. Collected data of 187 customers were used in study analysis, except the data of 13 customers of which reliability or validity was problematic. Data were processed with the structural equation model using Amos 18.0 program. First, we will need to build a variety of customer equity services that will enable us to gain satisfaction, trust and trust from our customers at the fitness center. Second, various customer satisfaction service strategies and services that give the customer trust and trust will have to be provided to obtain the customer"s intention to repurchase and positive word of mouth effect. Third, to build customer equity that affect customer loyalty, a differentiated customer equity strategy, such as relationship maintenance, service effectiveness and branding, will need to be implemented. Fourth, customer satisfaction is a result of a very important customer equity and it will be important to provide more differentiated services for brand, value and relationship formation to enhance customer loyalty.
#Customer equity #Customer trust #Customer satisfaction #Customer loyalty

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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References (46)

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강상묵 / 2017 / 호텔레스토랑 고객가치가 고객만족과 고객충성도에 미치는 영향-고객만족의 매개효과와 전환비용의 조절효과- / Tourism Research 42(3):1~20 dbpia 고은주 / 2009 / 스포츠 의류브랜드의 고객자산과 고객만족과의 관계연구 / 한국의류학회지 33(5):782~792 google schola 공창빈 / 2016 / 골프용품의 브랜드자산, 고객만족, 브랜드신뢰와 브랜드 충성도간의 관계 / 골프연구 10(1):41~56 dbpia 김민철 / 2019 / 익스트림 스포츠시설의 물리적 환경과 고객만족, 고객충성도의 관계에서 지각된 위험의 조절효과 분석 / 한국체육학회지 58(6):237~252 Crossref 김민철 / 2019 / 국내·외 스포츠기업의 브랜드자산, 고객만족, 고객신뢰, 장기지향성의 관계모형 비교연구 / 한국체육학회지 58(6):177~195 Crossref

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