스쿠버다이빙 참여자의 다차원적 지각가치가 고객충성도에 미치는 영향 (Effects of Scuba Diving Participants’ Multi-Dimensional Perceived Value on Customer Loyalty)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 72호 / 147 ~ 156페이지
· 저자명 : 류지한, 곽한병

초록

The purpose of the present study is to investigate the effects of scuba diving participants’ multi-dimensional perceived value on customer loyalty. For this, we collected 29 7(99.0%) questionnaires from the scuba diving participants at two scuba diving pools located in the Seou Ol lympic Stadium and the Suwon World Cup Stadium using a convenience sampling method. We also performeds everal statistical analyses including a descriptive analysis, a confirmatory factor analysis, and Structural Equation Model (SEM) analysis. Results showed that functional value perceived by the scuba diving participanst had a positive impact on customer loyalty , which represents re-visit intention (t=2.760, p<.01). Emotional value perceived by the scuba diving participants positively influenced on customer loyalty (t=7.779, p<.001). Social value perceived by the scuba diving participants had a positive effect on customer loyalty (=t4.122, p<.001). Lastly, epidemic value perceived by scuba diving participants had a positive impact on customer loyalty (t=2.005, p<.05). Thus, this insight can assist scuba diving operators in the marine environment to improve the overall quality of scuba diving programs and create positive experiences of scuba diving participants, ersulting in perceived value as well as custome r loyalty enhancement.

영어초록

The purpose of the present study is to investigate the effects of scuba diving participants’ multi-dimensional perceived value on customer loyalty. For this, we collected 29 7(99.0%) questionnaires from the scuba diving participants at two scuba diving pools located in the Seou Ol lympic Stadium and the Suwon World Cup Stadium using a convenience sampling method. We also performeds everal statistical analyses including a descriptive analysis, a confirmatory factor analysis, and Structural Equation Model (SEM) analysis. Results showed that functional value perceived by the scuba diving participanst had a positive impact on customer loyalty , which represents re-visit intention (t=2.760, p<.01). Emotional value perceived by the scuba diving participants positively influenced on customer loyalty (t=7.779, p<.001). Social value perceived by the scuba diving participants had a positive effect on customer loyalty (=t4.122, p<.001). Lastly, epidemic value perceived by scuba diving participants had a positive impact on customer loyalty (t=2.005, p<.05). Thus, this insight can assist scuba diving operators in the marine environment to improve the overall quality of scuba diving programs and create positive experiences of scuba diving participants, ersulting in perceived value as well as custome r loyalty enhancement.

참고자료

· 없음