An Analysis of the Relationship Between Customer Satisfaction, Trust, and Price Sensitivity Among Pilates Participants

Abstract

The purpose of this study is to investigate the relationship among customer satisfaction, trust, and price sensitivity among Pilates participants. An online survey was conducted with 250 Pilates participants, and the collected data were analyzed using SPSS and AMOS to perform confirmatory factor analysis, reliability analysis, and structural equation modeling. The results showed that customer satisfaction had a significant positive (+) effect on trust and was also found to have a significant effect on price sensitivity. In contrast, trust was found to have no significant effect on price sensitivity. These results suggest that service satisfaction among Pilates participants has a significant impact not only on the formation of trust but also on their perception of price. This study holds academic significance in that it empirically elucidated the relationship among customer satisfaction, trust, and price sensitivity among Pilates participants, and it holds practical significance in that it provides important data for developing service improvements and operational strategies aimed at enhancing customer satisfaction.