The Impact of Relationship Marketing in Indoor Tennis Centers Perceived by the MZ Generation on Loyalty and Visit Intention

This study aims to provide foundational academic data for fostering long-term relationships with existing indoor tennis center members and for the effective management of indoor tennis centers by examining the impact of relationship marketing perceived by MZ generation members on loyalty and visit intention amid the expanding indoor tennis industry.<br/> Using an objective sampling method, 305 valid samples were collected from MZ generation members utilizing indoor tennis centers, and data were analyzed through frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 28.0 Ver.<br/> The findings are as follows. First, among the relationship marketing factors perceived by the MZ generation, customer orientation, physical facilities, pricing, and member management significantly<br/>influenced loyalty. Second, physical facilities, pricing, and member management significantly influenced visit intention. These results suggest that a well-developed tennis center environment featuring state-of-the-art and convenient facilities can positively impact the MZ generation. Furthermore, the findings emphasize the importance of relationship marketing for indoor tennis center operators to continuously attract and engage MZ generation members.