필라테스 참여자들의 재등록의도에 대한 서비스스케이프, 고객만족, 가격민감도와의 관계 분석

초록

This study aims to examine the effects of servicescape, customer satisfaction, and price sensitivity on Pilates participants’ intention to re-enroll at a Pilates center. The participants of this study were Pilates users aged 20 to over 60 years. Data were collected over approximately two months starting in December 2026 through both online and offline surveys, yielding a total of 250 valid responses. The collected data were analyzed using SPSS 23 and AMOS. The results are as follows. First, among the servicescape factors, atmosphere had a significant effect on customer satisfaction, whereas design and equipment did not have a significant effect on customer satisfaction. Second, customer satisfaction had a significant positive effect on re-enrollment intention. Third, price sensitivity had a significant effect on re-enrollment intention. These findings suggest that, in order to promote the continuous use of Pilates centers, strategic approaches are needed that focus on creating a pleasant atmosphere, delivering satisfaction-based service experiences, and strengthening customers’ perceptions of value for money.

키워드