스포츠클럽 회원의 지각된 서비스품질, 만족도 및 행동의도 간 구조적 관계: 독일 스포츠클럽 이주민 회원을 중심으로
The influence of perceived service quality on satisfaction and behavioral intention: Empirical evidence from migrants of German sport clubs
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[목적] 이 연구는 독일 스포츠클럽 이주민 회원의 지각된 서비스품질이 만족도, 행동의도에 미치는 영향을 살펴보기 위한 것이다. [방법] 2017년 3월부터 6월까지 독일 서부지역의 33개 스포츠클럽에서 3개월 이상 활동한 만 15세 이상의 이주민 438명을 대상으로 설문조사를 실시하였다. 1:1 대인면접을 통해 설문목적과 내용을 설명하고 자기평가기입법으로 작성하도록 하였다. 조사도구의 타당성과 신뢰성을 분석하고 제안한 구조모형을 검증하기 위해 SPSS 23.0과 AMOS 23.0을 사용하였다. [결과] 첫째, 지각된 서비스품질 중 운영진/지도자, 스포츠프로그램, 동료와의 상호작용, 시설환경은 만족도에 유의한 정(+)의 영향을 미쳤다. 둘째, 지각된 서비스품질 중 운영진/지도자, 스포츠프로그램, 동료와의 상호작용은 행동의도에 유의한 정(+)의 영향을 미쳤다. 셋째, 만족도는 행동의도에 유의한 정(+)의 영향을 미쳤다. [결론] 이 연구의 결과는 스포츠클럽에서 활동하는 이주민 회원의 지각된 서비스품질이 행동의도에 직접적인 영향을 미칠 뿐 아니라, 만족도를 매개로 하여 행동의도에 간접적인 영향을 미치는 것으로 나타났다. 따라서 스포츠클럽 서비스품질 요인의 전략적 관리가 이주민 회원의 지속적 참여와 이탈방지에 도움이 될 것으로 판단한다.
Abstract
[Purpose] This study aimed to investigate the impact of perceived service quality on satisfaction, and behavioral intention in migrant members of German sport clubs. [Methods] The questionnaire was structured in four sections: perceived service quality (four dimensions and 12 items), satisfaction (two items), and behavioral intention (two items). With data from 438 members of 33 sport clubs in western Germany, SPSS 23.0 and AMOS 23.0 were utilized to conduct factor analysis, reliability, validity, and structural equation modeling analysis. [Results] The results of this study indicated that (1) staff, sport program, interaction, and physical environment in perceived service quality had a significantly influence on satisfaction, (2) staff, sport program, and interaction significantly affected behavioral intention, and (3) satisfaction was found to have significantly impact on behavioral intention. [Conclusions] The delivery of high-quality services can promote satisfaction, which in turn lead to behavioral intention. The empirical results suggest that the practitioners and sport club mangers should understand the importance of perceived service quality for the retention of members in sport clubs.
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