스포츠센터 CRM요인이 센터이미지 및 충성도에 미치는 영향 (Effects of Sports Center CRM on image of Center and Loyalty)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 57호 / 375 ~ 386페이지
· 저자명 : 김기웅, 이정학

초록

Nowaday, companies are requiring variety of strategy and new management approach according to the rapid change in business environment. Especially with various need of customers, customers are appreciated with importance. Recently, reduction of costumers due to economic stagnation, intensifying competition due to excessive supply, increase in number of various sport facilities, and poor response to customers’ needs led to financial difficulty of sport centers (김민희 et al., 2010). Unlike the manufacturing industry, sports center belong to service industry selling intangible products (김치조, 1993). Using service as an competitive weapon implies using marketing strategies by satisfying the customers, earning customers’ trust, and maintaining existing customers. To reflect to growing competition and market saturation, beter relationship with existing customers and converting them into regular customers is indeed required (Zeithaml& Bitner,1998). Thus, introduction of Sports Center CRM (Customer Relationship Management) is necessary.
Therefore in this study, influence of CRM on image of sports center and loyalty was examined. The purpose of this research is to build base data in developing a more systematic and effective strategies in managing customers.
The study area was localized to customers of sports center in Gyeonggi-do Province (Anyang M sports center, Anyang P sports center, Seongnam T sports center). Total 400 questionnaire were distributed to the sports center customers. 380 questionnaire were collected and 13 questionnaire were excluded including inappropriate or insincere answers. To measure sports center CRM, total 45 questions were included in the questionnaire and questions from various studies were used; 18 questions from study of 이은주(2012), 15 questions for center’s image from research of 정남주(2006), 6 questions from study of 성연우(2009) for loyalty, and 6 questions including demographic data.Excluding the 6 demographic questions, all the questions were rated with Likert scale; from ‘Absolutely not likely (1 point)’ from ‘Completely likely (5 points)’. For data processing, PASW 18.0 Version were used and each survey questions had high reliability, having .779~.879 reliability coefficient (Cronbach`s α). In analysing data, analysis of frequency, exploratory factor analysis, and reliability analysis was performed. In order to deduce cause-and-effect relationship, correlation analysis and multiple regression analysis was held. The results are as follows.
First, the sub factors, facility and community has influence on physical sub factors of sports centerCRM. Facility, community, and customer-oriented management has influence on social sub factors. Also, facility, association, community, and professionalism factors have positive (+) affect on symbolic sub factors.
Second, association, facility, and professionalism sub factorso f sports center CRM have positive(+) affectFirst ,there is a difference of older man and woman’s Health behavior(cognitive health status, Drink behavior, andSmoking behavior) as a function of sex at p<.01 level.
Second, there is no statistical difference of older man and woman’s Health behavior(cognitive health status,lifestyle patterns, Drink behavior, and Smoking behavior) as af unction of the old people’s partner at p>.05level.
Third, there is a statistical difference of older man and woma’ns Health behavior(cognitive health status andSmoking behavior) as a function of stage of exercise at each p<.01 and p<.05 level.
Fourth, there is no statistical difference of older man and woman’s self-efficacy and loneliness as a functionof sex at p>.05 level.
Fifth, there is a statistical difference of older man and woma’ns self-efficacy as a function of partners a tp<.05 level.
Sixth, there is a statistical difference of older man and woma’ns self-efficacy and loneliness as a function o fstage of exercise at each p<.001 and p<.05 level

영어초록

Nowaday, companies are requiring variety of strategy and new management approach according to the rapid change in business environment. Especially with various need of customers, customers are appreciated with importance. Recently, reduction of costumers due to economic stagnation, intensifying competition due to excessive supply, increase in number of various sport facilities, and poor response to customers’ needs led to financial difficulty of sport centers (김민희 et al., 2010). Unlike the manufacturing industry, sports center belong to service industry selling intangible products (김치조, 1993). Using service as an competitive weapon implies using marketing strategies by satisfying the customers, earning customers’ trust, and maintaining existing customers. To reflect to growing competition and market saturation, beter relationship with existing customers and converting them into regular customers is indeed required (Zeithaml& Bitner,1998). Thus, introduction of Sports Center CRM (Customer Relationship Management) is necessary.
Therefore in this study, influence of CRM on image of sports center and loyalty was examined. The purpose of this research is to build base data in developing a more systematic and effective strategies in managing customers.
The study area was localized to customers of sports center in Gyeonggi-do Province (Anyang M sports center, Anyang P sports center, Seongnam T sports center). Total 400 questionnaire were distributed to the sports center customers. 380 questionnaire were collected and 13 questionnaire were excluded including inappropriate or insincere answers. To measure sports center CRM, total 45 questions were included in the questionnaire and questions from various studies were used; 18 questions from study of 이은주(2012), 15 questions for center’s image from research of 정남주(2006), 6 questions from study of 성연우(2009) for loyalty, and 6 questions including demographic data.Excluding the 6 demographic questions, all the questions were rated with Likert scale; from ‘Absolutely not likely (1 point)’ from ‘Completely likely (5 points)’. For data processing, PASW 18.0 Version were used and each survey questions had high reliability, having .779~.879 reliability coefficient (Cronbach`s α). In analysing data, analysis of frequency, exploratory factor analysis, and reliability analysis was performed. In order to deduce cause-and-effect relationship, correlation analysis and multiple regression analysis was held. The results are as follows.
First, the sub factors, facility and community has influence on physical sub factors of sports centerCRM. Facility, community, and customer-oriented management has influence on social sub factors. Also, facility, association, community, and professionalism factors have positive (+) affect on symbolic sub factors.
Second, association, facility, and professionalism sub factorso f sports center CRM have positive(+) affectFirst ,there is a difference of older man and woman’s Health behavior(cognitive health status, Drink behavior, andSmoking behavior) as a function of sex at p<.01 level.
Second, there is no statistical difference of older man and woman’s Health behavior(cognitive health status,lifestyle patterns, Drink behavior, and Smoking behavior) as af unction of the old people’s partner at p>.05level.
Third, there is a statistical difference of older man and woma’ns Health behavior(cognitive health status andSmoking behavior) as a function of stage of exercise at each p<.01 and p<.05 level.
Fourth, there is no statistical difference of older man and woman’s self-efficacy and loneliness as a functionof sex at p>.05 level.
Fifth, there is a statistical difference of older man and woma’ns self-efficacy as a function of partners a tp<.05 level.
Sixth, there is a statistical difference of older man and woma’ns self-efficacy and loneliness as a function o fstage of exercise at each p<.001 and p<.05 level

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