The Effects of Service Quality on Customer Loyalty for Sport Center

This study was designed to shed a light on the effects of service quality on customer loyalty for sport center. 350 sport center customers to achieve the purpose of this study were chosen from sport centers located in Seoul. Among 350 questionnaires distributed and collected, 18 were excluded from the study because they were not either thoughtfully or completely answered. As a result, only 332 questionnaires were adopted and analyzed. The reliability test by using Cronbach`s α method has the following results : the perceived service quality reliability is .7123, the reliability in customer attitudes is .7224, the reliability in customer satisfaction is ./`1/2 and the customer loyalty reliability is .7458. This paper utilizes the statistical data analysis methods including correlation analysis and regression analysis. The findings acquired based on the aforementioned research methods and data analysis are as follows : First, customer attitudes showed a significant difference about perceived service quality, and perceived service quality had 49.9%(R²=.499) of influence about customer attitudes. Second, customer satisfaction showed a significant difference about perceived service quality, and perceived service quality had 63.9%(R²=.639) of influence about customer satisfaction. Third, cognitive loyalty showed a significant difference about perceived service quality, and perceived service quality had 39.0%(R²=.390) of influence about its loyalty. Fourth, attitudinal loyalty showed a significant difference about perceived service quality, and perceived service quality had 30.9%(R²?.309) of influence about its loyalty. Fifth, customer attitudes showed a significant difference about customer satisfaction, and customer satisfaction had 21.2%(R²=.212) of influence about customer attitudes. sixth, customer attitudes showed a significant difference about customer loyalty, and customer loyalty had 32.8%(R²=.328) of influence about customer attitudes. seventh, customer satisfaction showed a significant difference about customer loyalty, and customer loyalty had 48.5%(R²=.485) of influence about customer satisfaction.