수영 강습 참여자의 선택요인과 고객행동 분석: IPA와 회귀분석을 활용한 실증연구

Abstract

The purpose of this study is to verify the selection attributes and analyze customer behavior among swimming participants. For the analysis, the IPA(Importance-Performance Analysis) was used to identify customer perceptions of selection attributes, and regression analysis was conducted on the intention to recommend and revisit. First, the results for IPA are as follows: First Quadrant(Keep up the Good Work) included a total of four attributes: ‘Indoor Cleanliness’, ‘Facility Temperature and Ventilation’, ‘Facility Safety’, and ‘Response Attitude’. Second Quadrant(Concentrate Here) included a total of six attributes: ‘Instructor Expertise’, ‘Programs by Time Period’, ‘Program by Skill Level’, ‘Program Price’, ‘Admission Fee’, and ‘Discount Promotion’. Third Quadrant(Low Priority) included a total of three attributes: ‘Employee Appearance’, ‘Customer-Employee Communication’, and ‘Club Management’. Fourth Quadrant(Possible Overkill) included a total of three attributes: ‘Diversity of Exercise Equipment’, ‘Convenience Facilities’, and ‘Facility Size’. Second, the results of the regression analysis to identify the causal relationships between the selection attributes(Facility, Employee, Cohesion, Program, Price) of the swimming participants and customer behavior are as follows. Among the selection attributes, ‘Facility’, ‘Employee’, and ‘Price’ were found to have a positive effect on both recommendation and revisit intentions. The results of this study suggest that it is necessary to consider the priority of the selection attributes and allocate resources efficiently in the operation of the swimming pools based on the IPA results.