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Analyses of Revisit and Recommendation Intention Determinants for Personal Training Facilities
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퍼스널 트레이닝 시설에 대한 재방문 및 타인추천의도 결정요인 분석

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Type
Academic journal
Author
Kim, Kyoung-Hyun (목포대학교) Choi, Eui-Yul (한국해양대학교)
Journal
Korean Society of Sport for All Journal of Sport for All Vol.77 KCI Accredited Journals
Published
2019.7
Pages
165 - 174 (10page)
DOI
10.51979/KSSLS.2019.07.77.165

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Analyses of Revisit and Recommendation Intention Determinants for Personal Training Facilities
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Abstract· Keywords

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Purpose: The purpose of this study is to analyze the determinants of revisit and recommendation intention of personal training facilities to maintain existing customers and secure new customers, and to provide information necessary for building and implementing marketing strategies that can effectively attract demand.
Method: In order to accomplish the study purpose, a survey was conducted at personal training facilities located in the capital region and two metropolitan areas, and a valid sample of 273 copies was obtained. After validating the validity and reliability of the data, the following results were derived through dichotomous logistic regression analysis.
Results: First, among general characteristics of personal training users, gender and duration of use were significant determinants of revisit intention. For gender, men were .306 times less likely to revisit personal training facilities than women. For the duration of use, users who have a period of use of one year and six months to two years, compared to over three years, were .106 times less likely to revisit. Second, among selection attributes, the facility was a significant determinant of revisit and recommendation intention. Specifically, one unit increase in facility regarding selection attributes led to 1.873 times increase in the probability of revisiting and 2.099 times increase in the probability of recommending. Lastly, the satisfaction of the users of personal training appeared to be a significant determinant of revisit and recommendation intention. The odds of revisiting and recommending increased by 2.147 times and 1.617 times respectively with a one-unit increase in satisfaction.
Conclusion: In order to maintain existing customers and attract new customers, it is important to understand what benefits users can get through the program, and it is necessary to constantly investigate user reactions using appropriate marketing communication method.
#personal training #revisit intention #recommendation intention #determinants

Contents

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌
ABSTRACT

References (27)

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구본수 / 2010 / 퍼스널 트레이닝 레슨 참여자들의 만족감 형성 요인에 대한 사례연구 / 한국사회체육학회지 (42):1239~1252 google schola 김만민 / 2016 / 퍼스널트레이닝 센터의 물리적 환경과 인적 서비스가 고객만족도에 미치는 영향 google schola 김민수 / 2018 / 피트니스센터의 경쟁요인이 고객만족, 전환장벽 및 재이용의사에 미치는 영향 : -헬스와 퍼스널 트레이닝의 비교-. dbpia 김성연 / 2014 / 퍼스널 트레이너의 서비스 품질과 스포츠 센터에 대한 고객 충성도 분석 / 한국엔터테인먼트산업학회논문지 8(2):131~141 dbpia 김식 / ‘파워피칭’이 만든 류현진의 개막전 승리 / 중앙일보 google schola

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UCI(KEPA) : I410-ECN-0101-2019-692-000951138