Effects of Servicescape on Perceived Value and Loyalty in Public Sports Centers

초록

The purpose of this study was to examine the effect of servicescape on perceived value and loyalty among users of public sports centers and to provide basic data for facility environment improvement and operation strategies. The participants were sports participants who had experience using public sports centers. A survey was conducted with 400 users from early March to early April 2026, and 360 valid responses were used for the final analysis after excluding 40 unreliable responses. Data were analyzed using SPSS 30.0 and AMOS 31. Frequency analysis, confirmatory factor analysis, measurement model analysis, structural equation modeling, and bootstrapping analysis were conducted. The results showed that the three dimensions of servicescape (ambient conditions, spatial functionality, and information-visual elements) had positive effects on perceived value. Information-visual elements had a positive effect on loyalty, whereas ambient conditions and spatial functionality did not have significant direct effects on loyalty. Perceived value had a positive effect on loyalty. In the mediating effect analysis, perceived value mediated the relationships between spatial functionality and loyalty and between information-visual elements and loyalty, but it did not mediate the relationship between ambient conditions and loyalty. These results indicate that servicescape is an important factor in forming perceived value among public sports center users and that perceived value is a key variable explaining loyalty.

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