Abstract
This study was to analysis structural equation modeling of reenrollment intention of the consumer in commercial sport facilities. Specifically, this study was to compare the difference of service quality, service value, consumer satisfaction and reenrollment intention according to social demographic characteristics, and test an casual relation between service quality, service value, consumer satisfaction, and reenrollment intention in commercial sport facilities. To attain the goal of the study described above paragraphs, the members of commercial sports center located in Seoul, 2004 year were set as a collected group. Then, using the cluster random sampling method, finally drew out and analyzed 155 people in total. The material collection device was the brochure named . The validity of scales were confirmed as factor loading; over $\alpha$=.815. The result of reliability check up was here below; Chronbach' $\alpha$=.627-.828. To analyze materials, reliability analysis, independent-sample t test, oneway ANOVA, correlation analysis, SEM were used as statistic analysis techniques. The conclusion based on above study method and the result of material analysis are here below. First, social demographic characteristics influences on service quality, service value, satisfaction, and reenrollment intention. Second, the service quality influences on service value. The more service quality, the more service value. Third, service quality influences on consumer satisfaction. The better service quality, the better consumer satisfaction. Fourth, service value don't influences on reenrollment intention. Fifth, service value influences on consumer satisfaction. The better service value, the better consumer satisfaction. Sixth, consumer satisfaction influences on reenrollment intention. The better consumer satisfaction, the better reenrollment intention.