상업스포츠센터 수영지도자의 서비스행동이 고객만족 및 재이용에 미치는 영향

Abstract

The purpose of this research is to investigate the effect of excellent coaching on consumer satisfaction and continued enrollment at an industrial sports center. For this, the researcher conducted and analyzed 311 questionnaire by convenience sampling with participants who take swimming class at sports center. The questionnaire is composed of demographic background, service, satisfaction and intention of re-enrollment. A method of analysis for hypothesis testing, the researcher studied exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis by statistical analysis program SPSS Ver. 12.0. After considering all the factors for the purpose of the study, research methods, analysis results, the researcher reached this conclusion. First, informativeness, materiality, eligibility of subordinate factors had a positive effect on satisfaction. Second, informativeness, materiality, eligibility of subordinate factors positive effect on intention of re-enrollment. Third, satisfaction had a positive effect on the intention of re-enrollment.