商業スポーツクラブ会員の選好行動に関する研究 : 入会意思決定過程における消費者選好について

The purpose of this study is to examine consumer preferences for services of commercial sport clubs. This study developed a consumer behavior (preference) model which is intended to explain the choice decision making process. Data for this study were collected in an urban commercial sport club located in Osaka. A sample of 198 club members was studied through computer interactive interviewing. Fourteen service attributes were considered in evaluating the sport club services. These preference items were separately analyzed by groups of club members segmented on the basis of gender and marital status, and withdrawal experiences of other sport clubs. The findings of this study are as follows : Service attributes such as distance and cleanliness were more influential factors in consumer preferences for the commercial sport clubs. Female club members take many service attributes into consideration when they choose among alternative sport clubs. Club members who have withdrawal experiences from other sport clubs were less concerned with business hours than other club members. These results are useful for the management of commercial sport clubs