필라테스 스튜디오 서비스스케이프의 중요도-만족도 분석
The Importance-Satisfaction Evaluation of Pilates Studio’s Servicescape
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As the proportion of personal Pilates studios has increased as the size of the Pilates market grows in the current market, the provision of enhanced service quality that meets the needs of consumers is considered the best strategy for Pilates operators and revitalization of the Pilates industry. To this end, this study drew the following conclusion through the IPA technique with respect to the satisfaction and importance of the servicescape to provide information to suggest the direction of service quality of the Pilates studio. First, satisfaction and importance are perceived differently as there is a significant difference between satisfaction-importance in 19 of 25 questions about the servicescape of the Pilates studio. And in the ranking comparison by average, Question 2(cleanliness of indoor sculptures), Question 8(appropriateness of arrangement of equipment), and Question 14(atmosphere of exercise by scent) had the highest ranking, and Question 17(atmosphere of exercise by lighting) had the lowest ranking. Second, as a result of the IPA analysis, Question 8(appropriateness of Pilates equipment arrangement), Question 20(space of entrance and movement path), Question 24(manners and friendliness of staff), Question 16(psychological stability by lighting), etc., were evaluated as good satisfaction. Question 2(cleanliness of indoor sculptures), Question 11(Pilates atmosphere caused by noise), Question 9(exercise atmosphere), etc. were found to be directed toward concentration of effort. Question 25(stability by staff), Question 19(showing the location of toilet and emergency exits), Question 23(staff's neatness), etc. were found to be of low priority. And, Question 22(staff's appearance), Question 6(performance of Pilates equipment), and Question 12(benefits of exercise by noise) were found to be over-effort types.
Abstract
As the proportion of personal Pilates studios has increased as the size of the Pilates market grows in the current market, the provision of enhanced service quality that meets the needs of consumers is considered the best strategy for Pilates operators and revitalization of the Pilates industry. To this end, this study drew the following conclusion through the IPA technique with respect to the satisfaction and importance of the servicescape to provide information to suggest the direction of service quality of the Pilates studio. First, satisfaction and importance are perceived differently as there is a significant difference between satisfaction-importance in 19 of 25 questions about the servicescape of the Pilates studio. And in the ranking comparison by average, Question 2(cleanliness of indoor sculptures), Question 8(appropriateness of arrangement of equipment), and Question 14(atmosphere of exercise by scent) had the highest ranking, and Question 17(atmosphere of exercise by lighting) had the lowest ranking. Second, as a result of the IPA analysis, Question 8(appropriateness of Pilates equipment arrangement), Question 20(space of entrance and movement path), Question 24(manners and friendliness of staff), Question 16(psychological stability by lighting), etc., were evaluated as good satisfaction. Question 2(cleanliness of indoor sculptures), Question 11(Pilates atmosphere caused by noise), Question 9(exercise atmosphere), etc. were found to be directed toward concentration of effort. Question 25(stability by staff), Question 19(showing the location of toilet and emergency exits), Question 23(staff's neatness), etc. were found to be of low priority. And, Question 22(staff's appearance), Question 6(performance of Pilates equipment), and Question 12(benefits of exercise by noise) were found to be over-effort types.
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