Effects of Service Quality Factors of Yoga Clubs In Senior Welfare Centers On Customer Satisfaction and Revisit Intention

Abstract

This study aimed to analyze the effects of service quality factors of yoga clubs in senior welfare centers on customer satisfaction and revisit intention. An online survey was performed from May 1 to 15, 2023, targeting the elderly aged 60 and older. This study utilized 182 valid copies from 190 participants experienced in silver yoga at five senior welfare centers in Korea. This study confirmed that women in their 60s, mainly from middle-class families, participated in silver yoga programs in senior welfare centers, and that they had been participating in yoga for less than a year, spent less than an hour per session, and attended two to three times per week. Also, the service quality factors that could affect the customer satisfaction of subjects participating in silver yoga classes were confirmed in the following order: health & hygiene (β=.361, p<.001), tangibles (β=.293, p=.001), and intangibles (β=.272, p=.007). Furthermore, health & hygiene (β=.593, p=.001) and tangibles (β=.421, p<.001) had a significant effect on revisit intention, but tangibles (β=.091, p=.442) did not. Customer satisfaction had a significant effect on revisit intention (β=.891, p<.001). The study identified that health & hygiene, and tangibles impact both customer satisfaction and revisit intention significantly, while intangibles affect revisit intention indirectly through customer satisfaction.