스포츠센터의 관계마케팅, 고객만족, 신뢰 및 고객시민행동 간의 관계

초록

The purpose of this study was to examine the relationship among the relationship marketing, customer satisfaction, trust, and customer citizenship behavior in sports center. For this purpose, a survey was conducted involving 250 participants in two fitness centers located at I areas by using a convenience sampling method. Of the collected questionnaires, 235 questionnaires were used for the final data analysis. SPSS 22.0 and AMOS 22.0 were utilized for the statistical analysis. The results of this study are as follows. First, customer orientation, bonds, and prices of relationship marketing had positive effects on customer satisfaction. Second, specialization and price of relationship marketing positively influenced trust. Third, customer satisfaction had a positive effect on trust. Fourth, customer satisfaction positively influenced customer citizenship behavior. Fifth, trust had a positive effect on customer citizenship behavior. Lastly, practical implications from the findings and suggestions for future study were provided.

키워드