International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Structural Relationship between Pleasure and Customer Satisfaction, Switching Costs, and Relationship Commitment in Fitness Center

  • Kim, Yang-Young (Department of Dance, Chungnam National University) ;
  • Byun, Kyung-Won (Department of Graduate School of Business Administration, Dankook University)
  • Received : 2021.11.09
  • Accepted : 2021.11.18
  • Published : 2021.12.31
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Abstract

The purpose of this study is to analyze the structural relationship between customer's pleasure, customer satisfaction, switching cost, and relationship commitment using the fitness center and provide implications. Specifically, this study aims to investigate the effect of the degree of customer's awareness of pleasure on the relationship commitment through the medium of customer satisfaction and switching cost. For this purpose, the structural equation model was constructed based on the previous studies, and the exogenous variables were pleasure, and the endogenous variables were customer satisfaction, switching costs and relationship commitment. The subjects of this study were customers who used fitness centers in the metropolitan area. The sampling method for the sample survey was a total of 277 people using convenience sampling. 257 copies were used as final data except for 20 samples that were not appropriate for the study. The statistical program for data analysis was IBM SPSS Ver. 26.0 and Amos 21.0. The specific data processing method is as follows: First, frequency analysis was conducted to understand the general characteristics of the subjects. In order to verify the validity and reliability of the research tools, confirmatory factor analysis and reliability analysis were conducted. In order to understand the theoretical relationship between each variable, structural equation model was conducted. The results of data processing on the research model are as follows: First, the pleasure of the fitness center customers had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on the switching costs. Third, customer satisfaction had a positive effect on the customer commitment. Fourth, switching costs had a positive effect on customer commitment.

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References

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