知覚されたサービス品質が利用満足と行動意図に及ぼす影響 : 中国のフィットネスクラブにおける実証研究

概要

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The purpose of this study is to examine the relationships between perceived service quality, user satisfaction, and behavioral intention. The data used for analysis were provided by a questionnaire survey of 376 members from three different fitness clubs in Shanghai and Guangzhou, China. Based on a review of literature, four conceptual models of service quality, user satisfaction, and behavioral intention were proposed. The data were analyzed using structural equation modeling. We found that the model in which user satisfaction played a partial mediating role in the relationship between service quality and behavioral intention had the best overall goodness-of-fit for observation data (CMIN=98.79, P<.001, CMIN/DF=3.95, SRMR=.04, GFI=.94, AGFI=.90, RFI=.94, TLI=.95, CFI=.97, RMSEA=.09) . This result shows that service quality does not have only a direct effect on behavioral intention, but also it has an indirect effect on behavioral intention through user satisfaction. Future research and managerial implications were also discussed.