스포츠리조트 물리적 환경에 대한 고객만족이 전환장벽 구축과 지속이용에 미치는 영향

Abstract

This research was aimed to suggest structuring system of a sports resort and strategic suggestion points through analyzing relations among physical evidence, customer satisfaction, switching barrier, intention to stay factors. So, it was examined to what the most useful strategy to raise physical evidence through using relation analysis of customer satisfaction switching barrier and intention to stay in establishment of substantial strategy plan for a sports resort service system. For achieving this objective, it was distributed all 800 questionnaires using convenience sampling method and then a total 692 questionnaire were used for the final analysis. Data that draw through this analyzed using statistics program SPSS 12.0, AMOS 7.0 and the results are as follows. First, three factors of physical evidence: interpersonal relationships, aesthetic’s appreciation, spatial layout had significant influence on customer’s satisfaction. Second, customer satisfaction impacted on the only interpersonal relationships factor among switching barrier. Third, interpersonal relationships factor among switching barrier was the only factor of influencing intention to stay. Finally, customer satisfaction impacted on intention to stay.