Segmentation of Sport Center Members in Seoul Based on Attitudes Toward Service Quality

Abstract

Sport center managers are likely to maximize member satisfaction by developing products or services that are tailored to the different groups of sport center members. A necessary step, then, is to identify different segments of sport center members. This study attempts to identify sport center segments in Seoul, Korea, as determined by the members' attitudes toward 33 service items. A 2-stage cluster analysis approach in which the Ward's minimum variance method is used at the first stage and the K-means method is used at the second stage was employed by using the SPSS statistical package. This yielded 5 member segments that were then analyzed by employing ANOVA or chi-square to determine how they differ in their attitudes toward service attributes, demographics, socioeconomics, motivations, and usage patterns. For those variable responses showing a difference, an analyses of the nature of differences helped profile the members in the 5 segments.