호텔 피트니스 클럽 서비스 품질이 호텔 브랜드 이미지 및 소비자 구매행동에 미치는 영향

Abstract

The purpose of this study was to examine the effect of serviceq uality of fitness clubs in first grade hotel s on brand image and consumer’s purchasing behavior. The 300 members of fitness club were chosen from 3hotels of S.P., JW and G.H. hotel in first grade which are located in Seoul. 300 questionnaires were distributed and collected. Out of them, 57 questionnaires were excluded from the study because they were judged to be unfaithfully responded. For the purpose of this study, frequenyc analysis, exploratory factor analysis, correlation analysis, multiple regression analysis were performed. Th eresults of this study were as follows. Firstly, 5factors of service quality had a significant influence on affective aspect of brand image and 2 factors of service quality had a significant influence on physical aspect of bran dimage. Secondly, 2 factors of brand image ha d a significant influence on purchasing decision and recommendaotin intention of consumer’s purchasing behavior. Thirdly, 2 factors of service quality had a significan tinfluence on purchasing decision of consumer’ s purchasing behavior and 1 factor of service quality had a significant influence on recommendation intention of consumer’s purchasing behavior.