국내 스포츠센터의 서비스스케이프와 고객신뢰 및 구매행동의 관계

Abstract

The purpose of this study is to analyze the relationship of service scape according to participation characteristics of domestic sports center and to identify the causal relationship between customer trust and purchase behavior centered on service scape. Therefore, in order to achieve the purpose of the study, participants in the sports centers located in the region were selected as research subjects and conducted direct inquiry by questionnaire method. The collected data were verified and analyzed through statistical significance, and the following conclusions were obtained. First, the service scape according to frequency of use of domestic sports center was there was not related to all surrounding environmental, design, and social factors. Second, as a result of the service scape according to the use time of the domestic sports center, there was highly related only to the surrounding environmental factor. Third, the service scape according to the duration of participation in domestic sports center has a great relation with all surrounding environmental, design, and social factors. Fourth, the influence of the service scape of the domestic sports center on customer trust is shown to be highly related to social and surrounding environmental factors order. Fifth, the effect of customer trust in domestic sports center on purchasing intention, a sub-factor of purchasing behavior, was found to be highly related to purchase intention. Sixth, it is found that there is a great relationship between the degree of recommendation intention of others to analyze the effect of customer trust in domestic sports center on the recommendation intention of others, which is a sub-factor of purchasing behavior. Seventh, the influence of service scape on purchasing intention, which is a sub-factor of purchase behavior, was found to be highly related to surrounding environmental and social factors order. Eighth, the influence of service scape on the degree of recommendation intention of others, which is a sub-factor of purchasing behavior, was found to be highly related to social and surrounding environmental factors order. Based on the above results, managers in the domestic sports club should prioritize indoor and outdoor design of the club and provide appropriate services to the participants and strengthen the surrounding environmental conditions. By managing the service scape of the sports center, not only the perception of customer trust can be enhanced, but also customer satisfaction and reuse, that is, purchasing behavior can lead to a positive direction.