호텔 휘트니스 클럽의 서비스스케이프가 고객만족도 및 고객충성도에 미치는 영향에 관한 연구

Abstract

This study is to draw the factors of servicescape quality applicable to hotel fitness clubs, based on the concept of servicescape, investigating the effects on customer behaviors of recognized servicescape quality. The purpose of this study is to seek ways for hotel fitness clubs to effectively enhance service quality management by drawing sevicescape factors for customers using hotel fitness clubs and analyzing their effects on customer satisfaction and loyalty. 200 questionnaires were distributed to hotel members and 191 final valid samples were analyzed, with 9 invalid ones excluded. To achieve the purpose of study, the SPSS Ver 12.0 program was used for statistical analysis and the AMOS 7.0 was used for feasibility investigation of variables, hypothesis test of latent variables and comprehensive model verification. Analytical process and method are as follows: First, frequency analysis was conducted to grasp the demographic features of samples. Secondly, in order to learn the dimensions of 29 servicescape questions, exploratory factor analysis(EFA) and credibility analysis were conducted to explain the servicescape dimensions of hotel fitness clubs, with confirmatory factor analysis(CFA) also conducted. Finally, path analysis was conducted to assess a study model and test hypothesis. The results of the survey are as follows: First, the cleanliness factor of servicescape had significant effects on customer satisfaction. Secondly, the aesthetic factor of servicescape had significant effects on customer satisfaction. Thirdly, the pleasantness factor of servicescape had significant effects on customer satisfaction. Fourthly, the cleanliness factor of servicescape, unlike expectation, had no significant effects on customer loyalty. Fifthly, the aesthetic factor of servicescape, unlike expectation, had no significant effects on customer loyalty. Sixthly, the pleasantness factor of servicescape, unlike expectation, had no significant effects on customer loyalty. Sevenly, customer satisfaction had significant effects on loyalty. Therefore, managers of hotel fitness clubs should learn sevicescape quality has influence on customer satisfaction and loyalty and design servicescape elements, such as interiors, exercise equipments, temperature, humidity, ventilation, parking facilities, cleanliness etc, in a harmonious way. The marketing implications here is that differentiated competitive edge as well as positive image of fitness clubs to customers, in an increasingly competitive hotel business, will be able to help maximize customer satisfaction.