The purpose of this study is to investigate the relationship between participation satisfaction and behavior intention to conduct on the basis of personality characteristics of personal training studio customers.

This study examines the personality characteristics of the personal training studio customers and identifies the factors that affect the participation satisfaction and behavior intention, thereby providing differentiated customer management according to the personality characteristics of the customer.

The subjects of this study were students who received or received personal training in personal training studio. The questionnaire survey was conducted from January 03, 2013 to June 30, 2017. The sampling method was performed using the quota sampling method among non-probablity sampling methods. The questionnaire was prepared by the self-adminstration method. A total of 196 copies of the 210 copies of the questionnaire, excluding the 14 respondents who were unfaithfully responded and the missing pieces of the survey.
This study used the IBM SPSS Version 21.0 statistical program to test hypotheses and used Frequency Analysis and One Way-ANOVA, Post-Hoc Test, Correlation Analysis, , And multiple-regression analysis.
The results of this study are as follows.
First, we derive the difference of personality characteristics according to demographic characteristics of personal training studio customers. There was a significant difference in gender. The difference according to gender showed significant difference in openness factor and favorability among the personality characteristics factors and male was higher than female. There was no significant difference in age group.

Second, the influence of the personality traits of the personal training studio on the participation satisfaction showed that there was a statistically significant effect on openness and sincerity and negative influence on emotional instability on physical satisfaction and emotional satisfaction. However, educational satisfaction has a significant effect on openness and emotional instability.

Third, the influence of the personality traits of the personal training studio customers on the behavioral intention had a statistically significant effect re ? participation on openness, favorability, and sincerity, and had a negative influence on emotional instability. However, the positive intention and the sincerity only had a significant effect on the word intention.

Fourth, the influence of the participation satisfaction of the personal training studio customers on the behavior intention has a significant effect on the educational satisfaction, emotional satisfaction, and physical satisfaction at re - participation. However, the effect of participation satisfaction on word of mouth intention was significant only in emotional satisfaction.