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- Title
The Effect of Relation Quality in Trust of Sports Centers on The Trust Consequence Factors.
- Authors
Kye-Sok Lee; Yong-Man Kim
- Abstract
As the object of trust has been limited only to commercial sport centers or coaches in business settings in the past, little study has expanded the object of trust to the multi-dimensions, that is, sport centers and sport instructors. Thus, the purpose of this study was to examine the effect of the object of trust on trust and trust consequences and identify the relationship among three variables. Three variables were: 1) Independent variables: relation quality of commercial sports centers (reputation, physical quality, communication) and relation quality of instructors (favorable impression, expertise, contact frequency), 2) Mediating variables: trust (in terms of sports centers/instructors), customer satisfaction, and attitude toward sports centers. 3) Dependent variables: the degree of loyalty to sports centers, The authors explained the process of the research to the respondents right after the class was over. Questionnaires were administered to the 720 members of seven commercial sports centers located in Seoul and Suwon City. Only eight subjects did not submit (collection rate of 98.89%) and 651 samples were analyzed using a convenience sampling method after eliminating 61 samples due to their improper answers. Less than 3% of respondents (response rate of 91.43%) refined to take part in this study. Results revealed the following: 1) The reputation of sports centers and communication among the sub-dimensions of sports centers in relational dimension had a significant effect upon trust in sports centers, while the physical quality of sports centers was not found to have significant effect upon trust in sports enters. 2) Favorable impression of instructors, expertise and frequency of contact with instructors, which are sub-dimensions of the relation quality of center instructors also had a significant effect upon trust in instructor. 3) Trust in sports centers had a significant effect upon trust in instructors, customer satisfaction, and the degree of loyalty to sports centers, but had negative effect upon their attitude toward sports centers, 4) Trust in instructors had a significant effect upon their attitude toward sports centers and loyalty to sports centers, but had negative effect upon customer satisfaction. 5) Customer satisfaction had a significant effect upon their attitude toward sports centers and loyalty to sports centers. 6) Customers' attitude toward sports centers had a significant effect upon the degree of loyalty to sports centers.
- Subjects
SPORTS psychology; ATHLETICS; PHYSICAL fitness centers; ATHLETIC trainers; TRUST; CONSUMER attitude research; CUSTOMER satisfaction; ECONOMICS
- Publication
International Journal of Applied Sports Sciences, 2008, Vol 20, Issue 1, p113
- ISSN
1598-2939
- Publication type
Article