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상업스포츠시설의 서비스회복 공정성과 감정, 고객만족 및 충성도의 관계

The Relationship among Service Recovery Justice, Emotion, Customer Satisfaction and Loyalty on Commercial Sports Facilities

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초록

이 연구의 목적은 상업스포츠시설의 서비스회복 공정성이 감정, 고객만족 그리고 충성도에 미치는 영향을규명하는 것이다. 그에 따른 실증결과를 바탕으로 전략적 시사점을 도출함으로써 향후 상업스포츠시설의 운영에 있어 서비스회복 전략 수립의 기초자료를 제공하는 데 의미가 있다. 이를 위해서 충청권과 호남권에 위치한상업스포츠시설 5곳을 이용하는 고객을 대상으로 편의표본추출법을 통해서 295부를 표집하였다. 조사도구는설문지이며, 확인적요인분석을 통해서 타당도 검사와 신뢰도 검사를 하였다. 자료는 부적절하다고 판단되는11부를 제외한 284부를 SPSSWIN 15.0과 AMOS 7.0을 사용하여 자료처리를 하였다. 모형의 적합도를확인한 후 개별 가설들을 검증하여 다음과 같은 결과를 얻었다. 첫째, 절차공정성과 분배공정성은 감정에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 감정은 고객만족과 충성도에 정(+)의 영향을 미치는 것으로나타났다. 셋째, 고객만족은 충성도에 정(+)의 영향을 미치는 것으로 나타났다.

Abstract

The purpose of this study was to examine the relationship among service recovery justice, emotion,customer satisfaction and loyalty of commercial sports facilities. The subjects were customers from five commercial sports facilities, and 295 data were collected and 284 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSSWIN Ver. 15.0 and confirmatory factor analysis and structural equation model analysis using AMOS 7.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, procedural justice and distributive justice had significant influence on emotion. Second,emotion had significant influence on customer satisfaction and loyalty. Third, customer satisfaction had significant influence on loyalty.

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