The Structural Relationships Among CRM Strategy, Customer Satisfaction, Customer Trust, And Customer Loyalty In Personal Training Centers
Kyoung-Hyun Kim, Ki-Hyun Lim · Korean Journal of Sports Science · 2019
The purpose of this study was to investigate the structural relationships among CRM strategy, customer satisfaction, customer trust, and customer loyalty in personal training centers. In order to accomplish the study purpose, the researchers visited 8 facilities that only manage personal training program in Seoul and Gyeonggi provinces from November 2018 to March 2019, and distributed a total of 300 copies to members using the programs. Of the total, 273 were used as final data except for 27 cases that were untrue or unreliable. The data were analyzed using SPSS Ver. 18.0 and AMOS 7.0, and the subjects" characteristics, confirmatory factor analysis, and structural equation model were verified. Accordingly, following findings were derived from current study. First, in the relationship between personal training center CRM and customer satisfaction, differential management has a significant effect, but continuous contact, facility management, and physical reward have no significant effect. Second, in the relationship between personal training center CRM and customer trust, physical reward has a significant effect, but continuous contact, differential management, and facility management have no significant effect. Third, in the relationship between personal training center CRM and customer loyalty, all factors such as continuous contact, differential management, facility management, and physical reward did not have a significant influence. Fourth, customer satisfaction of personal training center did not affect customer loyalty significantly. Finally, customer trust has a significant effect on customer loyalty.