피트니스센터의 확장된 마케팅믹스 요인이 이용객의 만족도, 추천 의도, 재구매 의도에 미치는 영향

• 영문명: The Effect of Extended Marketing Mix Factors of Fitness Center on User’s Satisfaction, Recommendation Intention, and Repurchase Intention
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 하채원 김병민
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제2호, 1~17쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: Due to the COVID-19 and inflation, participation sports companies, including fitness centers, are facing challenges. Since a fitness center must simultaneously manage facilities and operate services, both factors must be considered when developing a marketing strategy. Therefore, this study examines the effects of expanded marketing mix factors (price, physical evidence, place, people, product, and promotion) including facilities and services on the consumption behavior (satisfaction, recommendation intention, repurchase intention) of fitness center customers. Research design, data, and methodology: The data were collected from sample of 323 fitness club members in Seoul and analyzed with SPSS Win Ver.28.0 program. Result: The specific results of the study were as follows; First, extended marketing mix factors had significant positive (+) effect on satisfaction. Second, extended marketing mix factors had significant positive (+) effect on recommendation intention. Third, extended marketing mix factors had significant positive (+) effect on repurchase intention. Fourth, satisfaction had significant positive (+) effect on recommendation intention and repurchase intention. Conclusions: To encourage consumption behavior, it is necessary to convert existing customers into loyal ones by increasing satisfaction and establishing a virtuous cycle structure that recommends them to others while also improving repurchase intention.

목차

1. 서론

2. 이론적 고찰

3. 연구설계

4. 실증분석

5. 결론

References

키워드

피트니스센터 확장된 마케팅믹스 만족 추천 의도 재구매 의도 Fitness Center Extended Marketing Mix Satisfaction Recommendation Intention Repurchase Intention