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The Effects of Service Qualities on Customer Satisfaction and the Moderating Effects of Customer Involvement and Customer Delight in Sports Center
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스포츠센터의 서비스품질이 고객만족에 미치는 영향 및 고객만족의 매개역할과 관여도와 즐거움의 조절역할

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Type
Academic journal
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Journal
The Korea Service Management Society Journal of Korea Service Management Society Vol.13 No.1 KCI Accredited Journals
Published
2012.3
Pages
107 - 132 (26page)

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The Effects of Service Qualities on Customer Satisfaction and the Moderating Effects of Customer Involvement and Customer Delight in Sports Center
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Service quality is one of the most important factors for achieving a sustainable competitive advantage for service business. Why customers are maintain a continuous relationship with a specific business is dependent on the degree of customer satisfaction and loyalty. The purpose of this study is to examine the effects of 5 dimension of service quality on the customer satisfaction and find out the relationship between customer satisfaction and customer loyalty. In particularly, this study focus on the moderating effects of customer involvement and delight in the formation process of customer loyalty. Research results reveal that all dimensions of service quality including process, product, environment, communication, attribute information have positive effects on customer satisfaction and customer satisfaction has a positive effect on customer loyalty. And more, modulation effects of involvement and delight are confirmed implying that customer involvement and delight have a sort of crucial strategy factor in the formation process of customer loyalty. Based on the empirical results, some implications are suggested for managers in sports center. Sports center managers have to excavate the proper strategies for intensifying service quality, because service qualities in sports center have variously and intensively influence on customer satisfaction. In addition, sports center managers need to focus on the factors of service quality and the relationship structure with satisfaction and loyalty considering the modulated roles of involvement and delight.
#Sports Center #Customer Delight #Involvement #Quality #Customer Satisfaction #Customer Loyalty #Mediating #Moderating Effect

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1. [단행본] - 강병서 / 2006 / 사회과학통계분석 / SPSS 아카데미 google schola 2. [학술지(정기간행물)] - 공창빈 / 2004 / 공공스포츠시설의 서비스 품질과 재구매 및 구전의도와의 관계 / 한국 스포츠 리서치 15 (1) : 35 ~ 42 dbpia 3. [학위논문] - 권소영 / 2006 / 의류점포의 고객체험에 관한 질적 연구 / 석사 / 부경대학교 대학원 google schola 4. [학술지(정기간행물)] - 김경희 / 2011 / 녹차 소비자의 선택속성과 만족이 충성도에 미치는 영향 연구: 관여도의 조절효과 / 한국식품조리과학회지 27 (2) : 83 ~ 94 dbpia 5. [학술지(정기간행물)] - 김상희 / 2011 / 소비자의 정서적 즐거움과 인지적 즐거움: 인지와 감정의 동적관계 / 경영학연구 40 (2) : 255 ~ 295 dbpia

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