Marketing Mix Strategy on Consumer Satisfaction and Repurchase Intention in Boxing Clubs

Purpose: The purpose of this study was to analyze the effect of the marketing mix strategy on consumer satisfaction and repurchase intention in boxing clubs. Methods: Questionnaires were composed of three sections: marketing mix, consumer satisfaction, and repurchase intention. The subjects of this study were 449 boxing club consumers. Correlation analysis and regression analysis were performed on SPSS Ver 21.0. Results: Correlation analysis of each factor revealed correlations between all factors of the marketing mix and all factors of consumer satisfaction. Also, the correlation between all factors of the marketing mix and repurchase intention were also shown as was a correlation of all factors of consumer satisfaction and repurchase intention. Product, place, and price of the marketing mix had a significant influence on economical satisfaction of consumer satisfaction; non-economical satisfaction of consumer satisfaction; and repurchase intention and economical satisfaction. Non-economical satisfaction of consumer satisfaction had a significant influence on repurchase intention. Conclusions: The results of this study offer many resources for developing program content in both quality and quantity as well as developing marketing strategy for boxing club consumers. To enhance consumer satisfaction and repurchase intention, it is important to use the marketing mix properly. The operator and the manager should provide the program for consumer, a clean and comfortable environment, the sports facilities and place, and reasonable boxing club fees.