태권도장의 서비스스케이프가 고객만족, 전환비용 및 충성도에 미치는 영향

초록

The purpose of this study was to examine the relationship among servicescape, customer satisfaction, switching costs and loyalty of taekwondo training centers. The subjects were parents of Taekwondo trainees from ten Taekwondo training centers, and 280 data were collected and 271 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSSWIN Ver. 18.0 and confirmatory factor analysis and structural equation model analysis using AMOS 18.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, servicescape had significant influence on customer satisfaction. Second, customer satisfaction had significant influence on switching costs and loyalty. Third, switching costs had significant influence on loyalty.

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