유아스포츠센터의 선택속성이 고객만족과 재등록의도에 미치는 영향

Abstract

Purpose: The purpose of this study is to examine the influence of selective attribute on customer satisfaction and intention to re-register children sports centers. Methods: In order to accomplish this study, total of 380 questionnaires were distributed to parents of children sports center's members at two children sports centers using a convenient sampling method. Among them, 50 questionnaires were excluded because they were not applicable. There were 330 usable questionnaires. Data were analyzed with frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression using SPSS 25.0 version. Results: The results of this study revealed that the environmental facility, main facility, instructor qualification, and parking facility had a significant impact on customer satisfaction. However, accessibility and counselling with information provision did not contribute to customer satisfaction. The results also indicated that the instructor’s qualification, accessibility, environmental facility, and counselling with information provision had a significant impact on intention to re-register. However, the main facility and parking facility did not contribute to intention to the re-register. Conclusion: In summary, the findings in this study provide valuable knowledge for the managers of children sports centers and the practical implications to effectively manage children sports centers.