earticle

영어

This study has sampled tennis playing members at the tennis court located in Chungcheongbukdo in 2011 through the random sampling. 250 people out of them were taken as targeted samples and self-evaluation survey questions were directed handed out to be collected with three pre-trained survey takers. Among the collected survey responses, 11 of them with some unfaithfully answered and others partially omitted responses were excluded and only 239 responses, 95.6% of the total was taken as valid samples. The research method of this study was to exclude all information considered as unreliable such as double-entry, omission, and biased responses and enter individual data possible for analysis to be statistically verified with SPSS WIN 15.0 for the survey program as follows: First, frequency distribution analysis has been conducted to find out the demographic characteristics. Secondly, cronbach's coefficient, a has been calculated to verify the credibility of the survey questions. Thirdly, explanatory factor analysis has been conducted to classify service quality, conversion barrier, and customer commitment. Fourthly, correlation analysis has been used to examine relations among variables. Lastly, multi regression analysis has been conducted to verify the hypothesis at the level of statistical significance, α＝.05. The conclusion derived from this study with such purpose and method is as follows: First, the service quality at the tennis court positively affects the conversion barrier. That is to say, service as one of the subordinate variables for service quality has some significant effect on the mutual human network and facilities and programs significantly affect the conversion cost as other subordinate factors. As for leaders, they significantly affect the mutual human network and conversion cost but no on the attractiveness of alternatives. Secondly, the service quality at the tennis court positively affects the customer commitment. That is to say, as a result of examining subordinate variables for the service quality and customer commitment, leaders, service, and facilities all significant affect the customer commitment. However, programs do not significantly affect the customer commitment. Thirdly, the subordinate variables for the conversion cost at the tennis court all positively affect the customer commitment. In other words, subordinate variables for the conversion barrier: mutual human network, and conversion cost all positively affect the customer commitment. However, the attractiveness of alternatives does not positively affect the customer commitment. To conclude, in order to successfully manage the tennis court, customer-friendly programs for long-term customers shall be provided so as to offer real values and amenities and if consistent management improvement work is faithfully carried in parallel with the programs, new customers will be referred by the previous customers. Finally, high quality of service at the tennis court shall establish the conversion barrier for customers, and form highly faithful customer groups so as to improve the quality of the tennis court itself with such efficient management.