생활 마라톤대회 참가자의 참가만족, 브랜드옹호 및 재참가의도의 관계 -올림픽데이런을 중심으로 - (The Relationship among Marathon Participants’ Participation Satisfaction, Brand Advocacy, and Re-Participation Intention - Focused on Olympic Day Run -)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 82호 / 177 ~ 193페이지
· 저자명 : 이지현, 김일광

초록

Purpose: The purpose of this study is to identify the relationship among Olympic Day Run participation satisfaction, brand advocacy, and re-entry intention through a survey of Olympic Day Run participants.
Method: This study surveyed participants in the 2019 Olympic Day Run. The survey was conducted for 8 days from October 22 to 29, 2019, and a total of 1,061 responded. For data processing, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation analysis were performed using SPSS 22.0 version and AMOS 26.0 version.
Results: The results of the study are as follows. First, satisfaction of the event progress among the service quality of the Olympic Day Run had a positive effect on brand advocacy. Second, satisfaction of the progress personnel among the service quality of the Olympic Day Run had a positive effect on brand advocacy. Third, satisfaction with benefits among Olympic Day Run service quality had a positive effect on brand advocacy. Fourth, satisfaction with the course among Olympic Day Run service quality had a positive effect on brand advocacy. Fifth, satisfaction with the auxiliary facilities among Olympic Day Run service quality had a positive effect on the re-entry intention. Sixth, the brand advocacy for Olympic Day Run influenced the re-entry intention.
Conclusion: Through the results of this study, we tried to present a marketing plan for Olympic Day Run participants to advocate & retain re-participation intention through service satisfaction. This requires review and improvement of service quality. The improvement of service quality considering participants has a positive effect on many people to re-participate in Olympic Day Run. It also promotes the Olympic Day Run. In order to improve the quality of service, it is necessary to prepare a marketing plan and conduct strategic management.

영어초록

Purpose: The purpose of this study is to identify the relationship among Olympic Day Run participation satisfaction, brand advocacy, and re-entry intention through a survey of Olympic Day Run participants.
Method: This study surveyed participants in the 2019 Olympic Day Run. The survey was conducted for 8 days from October 22 to 29, 2019, and a total of 1,061 responded. For data processing, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation analysis were performed using SPSS 22.0 version and AMOS 26.0 version.
Results: The results of the study are as follows. First, satisfaction of the event progress among the service quality of the Olympic Day Run had a positive effect on brand advocacy. Second, satisfaction of the progress personnel among the service quality of the Olympic Day Run had a positive effect on brand advocacy. Third, satisfaction with benefits among Olympic Day Run service quality had a positive effect on brand advocacy. Fourth, satisfaction with the course among Olympic Day Run service quality had a positive effect on brand advocacy. Fifth, satisfaction with the auxiliary facilities among Olympic Day Run service quality had a positive effect on the re-entry intention. Sixth, the brand advocacy for Olympic Day Run influenced the re-entry intention.
Conclusion: Through the results of this study, we tried to present a marketing plan for Olympic Day Run participants to advocate & retain re-participation intention through service satisfaction. This requires review and improvement of service quality. The improvement of service quality considering participants has a positive effect on many people to re-participate in Olympic Day Run. It also promotes the Olympic Day Run. In order to improve the quality of service, it is necessary to prepare a marketing plan and conduct strategic management.

참고자료

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