The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Extended Marketing Mix Factors of Fitness Center on User's Satisfaction, Recommendation Intention, and Repurchase Intention

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

  • Chae Won HA (Graduate School of Physical Education, Sejong University) ;
  • Byung Min KIM (Graduate School of Physical Education, Sejong University)
  • Received : 2023.03.31
  • Accepted : 2023.05.23
  • Published : 2023.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. https://doi.org/10.2307/3250951
  2. An, U.S., Kang, S. H., & Kang, D. W. (2004). A Study on the logistics service quality, customer satisfaction, and repurchase intention in internet shopping mall. Journal of Korea Service Management Society, 5(2), 73-91.
  3. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295. https://doi.org/10.1177/002224376700400308
  4. Babin, B. J., W. R. Darden., & M. Griffin. (1994). Work and or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Marketing, 20(4), 644-656.
  5. Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28. https://doi.org/10.1177/002224378302000103
  6. Berry, L.L. (1980), Services marketing is different. Business Magazine, 30(3), 24-29.
  7. Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
  8. Bolton, R. N. (1998). A dynamic model of the duration of the customer's relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65. https://doi.org/10.1287/mksc.17.1.45
  9. Booms, B., Bitner, M.J. (1981). Marketing strategies and organization structures for service firms. in J.D. Donnelly, W.R. George (Eds.), Marketing of services, American Marketing Association, Chicago, pp. 4-5
  10. Buttle, F. (1998). Word of mouth: Understanding and managing referral marketing, Journal of Strategic Management, 6(3), 241-54. https://doi.org/10.1080/096525498346658
  11. Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
  12. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  13. Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets?. Journal of Business & Industrial Marketing, 17(2/3), 107-118. https://doi.org/10.1108/08858620210419754
  14. Fishbein, M., and I. Ajzen 1975. Belief, attitude, intention, and behaviour. Addison-Wesley: Reading, Massachusetts.
  15. French, S. A., Jeffery, R. W., Story, M., Hannan, P., & Snyder, M. P. (1997). A pricing strategy to promote low-fat snack choices through vending machines. American Journal of Public Health, 87(5), 849-851. https://doi.org/10.2105/AJPH.87.5.849
  16. Geva, A., & Goldman, A. (1991). Duality in consumer post-purchase attitude. Journal of Economic Psychology, 12(1), 141-164. https://doi.org/10.1016/0167-4870(91)90047-W
  17. Goi, C. L. (2009). A review of marketing mix: 4Ps or more. International journal of Marketing Studies, 1(1), 2-15. https://doi.org/10.5539/ijms.v1n1p2
  18. Hafeez, M. H., Rizvi, S. M. H., Hasnain, A., & Mariam, A. (2012). Relationship of leadership styles, employees commitment and organization performance (a study on customer support representatives). European Journal of Economics, Finance and Administrative Sciences, 1(49), 133-143.
  19. Han, A. R., Park, S. H., & Seo, H. J. (2013). The causal relationships among emotional expressivity, leisure satisfaction, affective loyalty, and repurchasing intention for participants in fitness programs. Korean Journal of Leisure, Recreation & Park, 37(1), 47-62.
  20. Hansen, H., & Gauthier, R. (1989). Factors affecting attendance at professional sports events. Journal of Sports Management, 3(1), 15-32.
  21. Han, Y. J. (2022). The effect of SNS marketing activities of crossfit centers in the COVID-19 era on the center's image, trust, loyalty, and recommendation intention. The Korean Journal of Sport, 20(1), 487-500. https://doi.org/10.46669/kss.2022.20.1.045
  22. Honomichi, J. (1993). PR about research that pays can also pay off for researchers. Marketing News, 27(19), 31-31.
  23. Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley & Sons.
  24. Hwang, K. H., & Kim, H. C. (2020). The effect of dietary trend changed by COVID-19 consumption value on behavioral intention. Tourism Research, 45(4), 705-727. https://doi.org/10.32780/KTIDOI.2020.45.4.705
  25. Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288-299.
  26. Jang, W. Y., Choi, K. H., & Kim, M. K. (2022). The relative importance of fitness center's selection attributes recognized by sports participants. Journal of the Korean Society for Wellness, 17(1), 101-106. https://doi.org/10.21097/ksw.2022.2.17.1.101
  27. Jeon, W. H., Lee, H. W., Lim, J. T., Park, H. J., & Choi, B. A. (2017). The effect of customer satisfaction according to the operation method of local sports centers on repurchase. The Korean Journal of Growth and Development, 25(4), 467-472.
  28. Ji, S. D., & Song, K. S. (2019). The effect of employee's customer orientation on customer satisfaction and repurchase intention in fitness center. The Academic Society of Global Business Administration, 16(5), 21-47.
  29. Jo, S. H. (2015). Effects of the 7P's strategy of performing art marketing on audience satisfaction and voluntary behavioral intention. Korean Journal of Sports Science, 24(1), 723-734.
  30. Jo, S. H. (2005). Strategies for increasing dance spectators in performance arts industry. The Korean Society of Dance, 45(45), 257-268.
  31. Jung, M. Y., & Jung, T. W. (2019). The relationship among the relationship marketing, customer satisfaction, trust, and customer citizenship behavior in sports center. Korean Journal of Sports Science, 28(4), 571-582. https://doi.org/10.35159/kjss.2019.08.28.4.571
  32. Jung S. S., Kim, K. B., & Lee, H. (2021). Does nature-based travel promote traveler's happiness in COVID-19?: A focus on risk perception, attention restoration theory and subjective well-being. Journal of Tourism Sciences, 45(5), 33-56. https://doi.org/10.17086/JTS.2021.45.5.33.56
  33. Jung, W. J., & Choi, J. Y. (2016). The relationship between service quality, service satisfaction and repurchase intention of participants in sports center. Korean Journal of Sports Science, 25(2), 521-531.
  34. Keiningham, T. L., Aksoy, L., Cooil, B., Andreassen, T. W., & Williams, L. (2008). A holistic examination of net promoter. Journal of Database Marketing & Customer Strategy Management, 15(2), 79-90. https://doi.org/10.1057/dbm.2008.4
  35. Kim, C. Y., Kim, D. K., Koo, B. S., & Chung, Y. R. (2010). A case study on forming factors of satisfaction of participants in personal training lessons. Journal of Sport and Leisure Studies, 42(2), 1239-1252. https://doi.org/10.51979/KSSLS.2010.11.42.1239
  36. Kim, G. S. (2021). Analyzing R & SPSS social science data (1st ed.). Seoul, Korea: Han Na-rae Academy Publishing.
  37. Kim, G. H., & Han, J. W. (2016). The effect of marketing mix of sports center in a company on customer satisfaction and customer loyalty. Korean Journal of Sports Science, 25(1), 725-737.
  38. Kim, H. S. (1999). A relationship between the types of professional baseball fans and consumer behavior. Korean Society for The Sociology of Sport, 11(11), 17-30.
  39. Kim, H. J. (2021). A study on the importance and satisfaction of the bowling center's service quality in the age of Covid-19. Korean Journal of Sports Science, 30(3), 639-647. https://doi.org/10.35159/kjss.2021.6.30.3.639
  40. Kim, H. W., Lee S. M., & Kim, T. H. (2022). Extended marketing mix factors and consumption behavior in sports facility customers: Focused on lifestyle of the new silver generation. Korean Journal of Physical Education, 61(4), 13-26. https://doi.org/10.23949/kjpe.2022.9.61.5.2
  41. Kim, J. G. & Shin, S. A. (2019). Relationship between services cape and satisfaction of use and mouth intention of physical education college entrance preparation. The Korean Journal of Sport, 17(4), 1233-1242.
  42. Kim, M. J. (2021). The effects of consumption experiences of non-face - to - face service on consumer happiness and word-of-mouth intention in food service industry. Korean Journal of Tourism Research, 36(3), 43-59. https://doi.org/10.24056/KAJ.2021.03.007
  43. Kim, M. H., & Lee, M. C. (2018). The structural relationship between perceived service quality, customer satisfaction, and recommendation intention of sport event participants. The Korea Journal of Sport, 16(1), 243-251.
  44. Kim, O. S., & Kang, J. K. (2017). Relationship between service satisfaction and behavior intention of fitness center customers. The Korean Journal of Sports, 15(4), 157-164.
  45. Kim, S. H., Choi, S. M., & Kwon, S. M. (2009). The effect of customer perception of the physical environments of hotel restaurants on emotional reaction, customer satisfaction, repurchase intention and recommendation intention. International Journal of Tourism Management and Sciences, 23(4), 81-99.
  46. Kim, S. K., & Kim, E. J. (2016). A legal study on the promotion of sports for all. The Journal of Sports and Entertainment Law, 19(2) 1-19. https://doi.org/10.19051/KASEL.2016.19.2.1
  47. Kong, S. B., Lee, J. J., & Roh, D. Y. (2010). The effect of marketing mix strategies on customer satisfaction and repurchase intention in boxing clubs. Korean Journal of Sports Science, 19(2), 703-713.
  48. Kotler, P. (1964). Marketing mix decisions for new products. Journal of Marketing Research, 1(1), 43-49. https://doi.org/10.1177/002224376400100108
  49. Kotler, P. (2017). Marketing 4.0: Dal traditionale al digitale. Marketing 4.0, 1-168.
  50. Korean Institute of Sports Science and Policy (2020). Desirable directions for sports policy in the era of COVID-19. Special issue of the Korean Institute of Sports Science and Policy.
  51. Lauterborn, B. (1990). New marketing litany: Four Ps Passe: C-words take over. Advertising Age, 61(41).
  52. Lee, H. H. (2017). A the effect of participation motive and service quality on satisfaction and repurchase. The Korea Journal of Sport, 15(1), 371-383.
  53. Lee, J. Y. (2017). A study of marketing mix(7Ps) by nail service awareness and use pattern. Korean Society of Cosmetic and Cosmetology, 7(2), 277-289.
  54. Lee, Y. G., Joo, H. C., & Kim, H. R. (2016). The relationship among the marketing mix strategy, quality of relationship with audience and future behavior intention in ballet performance. Korean Journal of Sports Science, 25(2), 379-392.
  55. Lee, S. K., & Chon, T. J. (2013). The Effects of sports center clients marketing mix satisfaction on customer trust and repurchase Intention. Korean Journal of Sports Science, 22(5), 977-987
  56. Lee, Y.-K, Shin, D., & Lryu, C. (2000). The impact of golf training facilities' environment on evaluation on service quality, customer satisfaction and purchase behavior intention. Korean Journal of Sport Management, 5(1), 1-15.
  57. Lovelock, C. H. (1979). Theoretical Contributions from Services and Nonbusiness Marketing. in Ferrell, O.C., Brown, S.W. and Lamb, C.W. Jr. (Eds), Conceptual and theoretical developments in marketing, American Marketing Association, Chicago, pp. 147-65
  58. Marcos, F. M. L., Miguel, P. A. S., Oliva, D. S., & Calvo, T. G. (2010). Interactive effects of team cohesion on perceived efficacy in semi - professional sport. Journal of Sports Science & Medicine, 9(2), 320.
  59. McCarthy, J. (1960). Recursive functions of symbolic expressions and their computation by machine, part I. Communications of the ACM, 3(4), 184-195. https://doi.org/10.1145/367177.367199
  60. Mittal, V., Ross Jr, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33-47. https://doi.org/10.1177/002224299806200104
  61. Naumann, E., Jackson Jr, D. W., & Wolfe, W. G. (1994). Examining the practices of United States and Japanese market research firms. California Management Review, 36(4), 49-69. https://doi.org/10.2307/41165766
  62. Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research, 10(4), 404-409. https://doi.org/10.1177/002224377301000408
  63. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  64. Parasuraman, A., Zeithaml, V.A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perception of service quality. Journal of Marketing, 64(1), 12-40.
  65. Reichheld, F. F. & Sasser, W. F. (1990). Zero defection quality comes to services. Harvard Business Review, 68(6), 105-113 Research, 3(3), 232-240.
  66. Roh, D. Y. (2005). Relationship among service justices, customer satisfaction and relationship quality of the golf training center. Korean Journal of Sport Management, 10(1), 1-16.
  67. Ryan, B. J., Coppola, D., Canyon, D. V., Brickhouse, M., & Swienton, R. (2020). COVID-19 community stabilization and sustainability framework: an integration of the Maslow hierarchy of needs and social determinants of health. Disaster Medicine and Public health Preparedness, 14(5), 623-629. https://doi.org/10.1017/dmp.2020.109
  68. Shin, S. Y., & Yang, J. H. (2022). Consumption behavior changes and future prospects for sports services and product purchases in the COVID-19 pandemic. Journal of Consumer Policy Studies, 53(1), 1-38.
  69. Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. https://doi.org/10.1177/002224297704100219
  70. Sun, K. A., & Kim, S. H. (2022). The role of franchising on the restaurant firms' performance during COVID-19. Journal of Korea Society of Franchise Management, 13(4), 39-48.
  71. Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204-212. https://doi.org/10.1177/002224378802500209
  72. Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers' e-service quality perception, satisfaction and intention. International Journal of Information Management, 30(6), 481-492. https://doi.org/10.1016/j.ijinfomgt.2010.03.005
  73. Wangenheim, F., & Bayon, T. (2004). The effect of word of mouth on services switching: Measurement and moderating variables. European Journal of Marketing, 38(9/10), 1173-1185. https://doi.org/10.1108/03090560410548924
  74. Wakefield, K. L., & Sloan, H. J. (1995). The effects of team loyalty and selected stadium factors on spectator attendance. Journal of Sport Management, 9(2), 153-172.
  75. Yang, S. K., & Jung, W. J. (2020). The effect of marketing mix 7Ps factors on customer satisfaction and positive word of mouth in over 50's hair salon consumers. Journal of the Korean Society of Cosmetology, 26(3), 611-622.
  76. Yi, Y. J., & Lee, C. L. (2007). The role of customer loyalty variables in the effect of customer satisfaction on firm's performance. Korea Marketing Review, 22(1), 81-102.
  77. Yi, Y. J., & Lee, C. L. (2010). The dynamic effects of customer satisfaction and referral on firm performance focusing on KCSI and KNPS. Korean Management Review, 39(2), 279-307.
  78. Yoo, E. N. (2002). How does service recovery of the hotel have an effect on the quality of relationship?. Journal of Tourism & Hotel Management, 2(2), 193-208.
  79. Yoo, J. S., Lee, B., & Yu, H. N. (2019). A structural relation among guidance behavior pattern, classwork satisfaction, and recommendation intention of instructors recognized by the participants in university general education golf classwork. Journal of Golf Studies, 13(4), 315-328. https://doi.org/10.34283/ksgs.2019.13.4.23
  80. Yoon, H. S., & Kwak, H. B. (2022). The effect of SNS marketing characteristics on consumer attitudes and purchase intention in fitness center. Journal of Contemporary Society and Safety Culture, 5(2), 1-17.
  81. Zeithaml, V. A. (1988). Consumer perception of price and value- A mean-end model and synthesis of evidence. Journal of Marketing, 52(7), 2-22. https://doi.org/10.1177/002224298805200302