The Investigation of Relationship between Fitness Center’s Customer Equity and Customer Loyalty : The Mediating Role of Customer Trust and Customer Satisfaction

The purpose of this study was to examine the causal relations between fitness center" customer equity, customer trust and customer satisfaction its customer loyalty. Study subjects were 200 subjects at fitness center in Seoul and the capital area and they were sampled with a convenience sampling method. Collected data of 187 customers were used in study analysis, except the data of 13 customers of which reliability or validity was problematic. Data were processed with the structural equation model using Amos 18.0 program. First, we will need to build a variety of customer equity services that will enable us to gain satisfaction, trust and trust from our customers at the fitness center. Second, various customer satisfaction service strategies and services that give the customer trust and trust will have to be provided to obtain the customer"s intention to repurchase and positive word of mouth effect. Third, to build customer equity that affect customer loyalty, a differentiated customer equity strategy, such as relationship maintenance, service effectiveness and branding, will need to be implemented. Fourth, customer satisfaction is a result of a very important customer equity and it will be important to provide more differentiated services for brand, value and relationship formation to enhance customer loyalty.