GX프로그램 참여자의 서비스 품질 인식, 참여극복 및 소비자 행동의 관계

Abstract

The purpose of this study was to examine relationships among service quality, participant countermeasure, and customer behavior of GX program participants. Data for this study were collected from 349 people who participated in GX program for more than six months. Frequent analysis, confirmatory factor analysis, and structural equation modeling was used to analyze the collected data using SPSS 22.0 and Amos 18.0. The major findings of this study were as follows. First, the value, convenience, amenity that are sub-factors of service quality had influence on time constrains that are sub-factors of participant countermeasure. In addition, value, trust, and amenity had influence on interpersonal relationships that are sub-factors of participant countermeasure. Second, value, kindness, and trust have directly influence on sport consumption behavior related to GX program. Lastly, kindness, value, trust, and convenience influenced sport consumption behavior either directly and indirectly.