피트니스 클럽의 서비스품질이 관계몰입 및 고객행동에 미치는 영향

Abstract

The purpose of this study is to verify the effect of service quality of the fitness club on relationship commitment and customer behavior. Participants who use fitness clubs were selected as the subject of this study, and 200 individuals were extracted by convenience sampling and administered the survey. Collected data were analyzed by frequency analysis, correlation analysis, reliability analysis, exploratory factor analysis, and regression analysis by SPSS 29.0. The results of this study are as follows. First, tangible, reliability, assurance, responsiveness, and empathy, which are sub-factors of service quality, had a positive influence on relationship commitment. Second, reliability, assurance, and responsiveness had a positive effect on customer behavior. Third, relationship commitment had a positive effect on customer behavior. Fourth, in verifying the mediation effect, assurance partly mediated service quality of the fitness club and customer behavior, and reliability and responsiveness completely mediated service quality of the fitness club and customer behavior. The results of this study suggest that it is necessary to establish strategic operating plans for positive customer behavior by improving service quality and strengthening relationship commitment.