피트니스 센터 관계마케팅과 고객 신뢰, 고객 충성도 및 재 이용의도와의 관계

초록

The purpose of this study was to investigate the relationship among relationship marketing, customer trust, customer loyalty and repurchase intention focused on fitness center. The 300 survey questionnaires were distributed among the members who registered in fitness center in Seoul through convenience sampling. Due to the reliability of data, 15 samples were discarded and 285 samples were put to actual analysis. By using SPSS Ver. 21.0 and AMOS Ver.20.0, data were analyzed for frequency analysis, confirmatory factor analysis, reliability analysis, correlation and structural equational modelling The results of the study were as follows. First, the relationship marketing had positive effects on customer trust. Second relationship marketing had positive effects on customer loyalty. Third, relationship marketing did not affects repurchase intention. Fourth, customer trust had positive effects on customer loyalty. Fifth, customer trust did not affects repurchase intention. Lastly, customer loyalty had positive effects on repurchase intention.

키워드