서비스 조직의 팀속성과 팀성과의 관계

박무현(Park, Moo-Hyun) 한국산업경영학회 2013 경영연구 Vol.28 No.4

본 연구의 목적은 사례대학의 행정 팀조직을 대상으로 운영서비스 조직의 팀 속성이 팀 성과에 미치는 영향을 분석하는데 있다. 분석결과 첫째, 조직수준의 속성 중에서 ‘팀의 이용’ 변수는 팀 성과에 영향을 미치지 않는 것으로 나타났으나 ‘조직지원’변수는 팀 성과에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 팀 수준 속성에서 ‘명확한 목표’와 ‘협동적 분위기’변수는 모두 팀의 성과에 긍정적 영향을 미치는 것으로 나타났다. 끝으로 팀원수준의 속성인 ‘강요’와 ‘적응의 어려움’변수는 둘 다 조직성과에 부정적인 영향을 미치는 것으로 나타났다. 높은 성과를 내는 팀은 팀성과에 긍정적인 영향을 미치는 속성(팀의 이용, 조직의 지원, 명확한 목표, 협동적 분위기)들을 더욱 개발·관리하고 부정적인 영향을 미치는 속성(강요, 적응의 어려움)들은 최저 수준으로 낮추는데 노력을 집중하여야 할 것이다. 본 연구의 결과, 팀 관리자는 팀의 속성과 팀 성과간의 연계를 파악하고 있어야 하며, 특히 팀의 성과에 긍정적 영향을 미치는 속성인 팀의 이용, 조직차원의 지원, 명확한 목표 및 협동적 분위기와 같은 요소들은 전략적으로 더욱 장려하고, 반면에 팀 성과에 부정적인 영향을 미치는 속성인 강요와 적응의 어려움과 같은 요인들은 제거해 나가야 한다는 것을 시사하고 있다. The primary objective of this study is to investigate the attribute patterns of operational service teams in a private University’s teams, and possible relationship between these patterns and team performance. The test results of hypotheses showed that firstly, team use of the organizational level attributes did not have a positive impact on team performance contrary to expectation while organizational support have a positive impact on team performance. Secondly, clear goals and collaborative climate of team-level attributes had a positive impact on team performance as expected. Finally, coercive influence and adaptation difficulty of member-level attributes had a negative impact on team performance. In conclusion, high performance teams will perform the best as they managed to not only develop high levels of positive attributes, but also inhibit negative attributes to low level. These results supported research premise that team attributes could influence the performance of operational service teams. Managerial implications of this study as follows. Managers of operational service teams have to know the linkages between team attributes and the performance of teams. Managers of service organizations should strategically promote attributes such as team use, organizational support, clear goals and collaborative climate, whereas attributes associated with member problems such as coercive influence and adaptation difficulty should be eliminated.

브랜드(스포츠 팀) 속성의 연상 강도가 팀 충성도에 미치는 영향에 관한 탐구

이승환(Lee, Seung-Hwan) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.2

The purpose of this study was to empirically explore the relative impact of the associative strength of brand(sport team) attributes on team loyalty. Since there have been inconsistent findings in sport brand research on the contents of brand attributes, a content analysis was conducted. With 13 brand attributes identified from the content analysis, a multiple regression was implemented to examine the relative impact of their associative strength on team loyalty. The study found that the associative strength of tradition/history, team members, brand mark, team play, fans, star player, and organizational attributes positively affected the team loyalty, while management and stadium negatively affected the team loyalty. This study provides the first empirical evidence of the effect of the associative strength of brand attributes on team loyalty. In order for marketers to maximize team loyalty, they need to develop specific strategies that enhance the associative strength of brand attributes.

프로농구 팀 속성과 팀 동일시, 관람태도 및 관람만족의 구조적인 관계: 성별에 따른 모형비교

김용만(YoungManKim),변경원(KyungWonByeon) 한국체육학회 2013 한국체육학회지 Vol.52 No.5

이 연구의 목적은 프로농구 팀 속성과 팀 동일시, 관람태도 및 관람만족의 구조적 관계를 규명하는 것이다. 더 나아가 각 가설에 대한 상대적 영향력이 여성과 남성 집단 간에 어떻게 달라지는 지를 조사하였다. 연구대상은 프로농구관중 826명이다. 자료처리는 구조방정식 모형분석과 잠재평균분석, 다중집단 구조방정식 모형분석을 실시하였다. 모형의 적합도를 확인한 후 개별 가설들을 검증하여 다음과 같은 결과를 얻었다. 첫째, 팀 속성은 팀 동일시에 정(+)적인 영향을 미쳤다. 둘째, 팀 속성은 관람태도에 정(+)적인 영향을 미쳤다. 셋째, 팀 속성은 관람만족에 정(+)적인 영향을 미쳤다. 넷째, 팀 동일시는 관람태도에 정(+)적인 영향을 미쳤다. 다섯째, 팀 동일시는 관람만족에 유의한 영향을 미치지 않았다. 여섯째, 관람태도는 관람만족에 정(+)적인 영향을 미쳤다. 추가적으로 여성과 남성 집단의 잠재변인에 대한 차이가 존재하는지 잠재평균분석 결과, 유의한 차이가 없는 것으로 나타났다. 또한 성별집단 간 경로동일성제약을 가한 모형을 통해 설정한 변인 간의 경로를 조사한 결과, 팀 속성과 관람만족의 경로에서 차이가 있었다. The purpose of this study was to examine the structural relationship between professional basketball team attribute, team identification, spectating attitude and spectating satisfaction In addition, this study is to examine that relative effect regarding each hypothesis influence on changes between female group and male group. The subjects of the study were 826 questionnaires who professional basketball spectator. Data analysis used for SEM analysis, latent means analysis, and multiple group SEM analysis. After confirming the test of goodness of fit of a model, individual hypotheses was verified. The results were as follows: First, team attribute had a positive influence on team identification. Second, team attribute had a positive influence on spectating attitude. Third, team attribute had a positive influence on spectating satisfaction. Fourth, team identification had a positive influence on spectating attribute. Fifth, team identification not had influence on spectating satisfaction. Sixth, spectating attitude had a positive influence on spectating satisfaction. In addition, as a result of making a latent means analysis to see if there not exists a difference between the major variables of female group and male group. Further, as a result of examining the causal relationship between the variables established through the model on which path invariance constraints between gender groups were placed, it was found that there existed a difference between path of team attribute and spectating satisfaction.

프로농구단의 팀 속성과 팀 만족, 팀 동일시 및 팀 충성도의 구조적 관계

이동준(Lee, Dong-Jun),황지현(Hwang, Ji-Hyun),신명식(Shin, Myeng-Sik) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.4

This study has a main purpose that closely examines the structural relationship among team attributes, team satisfaction, team identification, and team loyalty of professional basketball team. In order to achieve it, the sample from professional basketball spectator were accumulated by using convenience sampling. The samples were 500 people, and we excluded unsuitable sheet like that were decided as untrustful one and an omission, and unclear. So the final samples were 461 people and it is the conclusions as follow. First, the team attributes, has influence on the team satisfaction. Second, the team satisfaction has influence on the team identification. Third, the team satisfaction has influence on the team loyalty. Fourth, the team identifications influence on the team loyalty.

프로야구제품속성이 팀 동일시 및 팀 충성도에 미치는 영향

어재석(Eo Jae-Suk),박대성(Park Dae-Sung) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.3

The following research is focused on the domestic pro-baseball league which has been growing interest and rapid increase of spectators from the effect of the complete victory in 2008 Beijing Olympics and follow-up in the 2009 World Baseball Classics. Th production attributes of pro-baseball goods for successful development is examined by the effects on the team's identity and loyalty. The statistical data offered as a founding materials for marketing strategies of professional baseball teams. Subject of research was students attending 4 year universities in SeoulㆍGyeonggi and using accommodation-type sampling method 687 data was collected and 317 of them were used as final material. Material process was done using statistical program SPSS/PC+15.0 Ver. The results were as below. First, production attributes of pro-baseball goods attained positive influence to team's identity. Second, production attributes of pro-baseball goods attained positive influence to team's loyalty. Third, team's identity showed positive influence to team's loyalty. Based upon the deduced research outcome one can see that qualities that can be seen as pro-baseball production attributes such as players' personal abilities and team's capacity, service, facility, licensing/merchandising are in need of further development. Benchmarking of foreign advanced countries' pro-league into Korea's situation and other progressive methods are needed for such to happen. Through this fans of pro-baseball teams can elevate their loyalty towards the teams. Also, each baseball team should devise a marketing strategy based on their individuality and regional relations so that the residential citizens of that area can consistently feel attachment to the team in order for continuous support, leading to maximum possible audience and profit created from it again used as a mean for the team's self-reliable establishment.

프로축구 팀 속성이 관람만족, 팀동일시와 팀충성도에 미치는 영향

김용만 ( Yong Man Kim ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.1

이 연구의 목적은 프로축구의 팀속성과 관람만족, 팀동일시와 팀충성도와의 구조적관계를 규명하고, 관람만족과 팀충성도 사이에 팀동일시의 매개효과를 검증하는 데 있다. 연구대상은 2009 K-리그의 홈 관중이며 편의표본추출법을 통해서 300부를 표집한 후 연구에 적절하지 않은 21부를 제외한 총 279부를 최종유효표본으로 활용하였다. 자료처리는 SPSSWIN Ver. 14.0과 AMOS 7.0을 활용하여 모형의 적합도를 검증한 후 개별 가설들을 검증하였다. 개별가설을 검증하여 다음과 같은 결과는 얻었 다. 첫째, 팀속성의 하위변수인 친숙도와 매력성은 관람만족에 긍정적인 영향을 미치는 것으로 나타났으나, 신뢰성은 영향을 미치지 않는 것으로 나타났다. 둘째, 관람만족은 팀동일시에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 관람만족은 팀충 성도의 하위변수인 태도적충성도에 영향을 미쳤지만 행동적충성도에는 영향을 미치지 않는 것으로 나타났다. 넷째, 팀동일시 는 관람만족과 태도적충성도의 매개효과에 유의성이 없는 것으로 나타났으나, 관람만족과 행동적충성도의 매개효과에는 유의 한 것으로 나타났다. 다섯째, 팀충성도의 하위변수인 태도적충성도는 행동적충성도에 긍정적인 영향을 미치는 것으로 나타났 다. 여섯째, 팀충성도의 하위변수인 태도적충성도는 행동적충성도에 긍정적인 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate the structural relationship of team attribute, satisfaction of spectating, team identification, and team loyalty for professional soccer. On the basis of the theoretical basis and the empirical result thereof, the analysis would be facilitated as the base data for the practical use to render its value in establishing the marketing strength for the officials of professional soccer teams. Subjects were the home fans of 2009 K-League with the use of convenience sampling method for 300 questionnaires, and after excluding 21 invalid questionnaires for the research to have the total of 279 questionnaires as effective final samples. For data processing, SPSSWIN Ver. 14.0 and AMOS 7.0 were identified the goodness of fit of models and verify the individual hypotheses. The result was shown as follows. First, familiarity and attractiveness, the lower variables of team attribute, displayed to influence positively on satisfaction of spectating but reliability did not have any influence. Second, satisfaction of spectating was shown to have the positive influence on team identification. Third, satisfaction of spectating had the influence on the attitudinal loyalty, the lower variables of team loyalty, but it displayed no influence on behavioral loyalty. Fourth, team identification, the lower variable of team loyalty, displayed to influence positively on behavioral loyalty, but attitudinal loyalty did not have any influence. And, fifth, attitudinal loyalty, the lower variable of team loyalty, was shown to have the positive influence on behavioral loyalty.

Analysis of Structure Equation Model on Team`s Prestige, Salience of Rival, Distinctiveness, Team identification and Team Loyalty of Alumni Dance Group.

( Soon Hee Jeon ),( Ji Hyun Hong ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: The purpose of the study was to investigate identifying the direct relationship of the dance performance`s audience`s perceived affection on the team loyalty, and by identifying the indirect influence mediated through the team`s factors attractiveness, reliability and familiarity, this research has its purpose in providing meaningful information regarding the rational marketing strategy for the influx of audience in dance performance sites. Method: For 305 audiences watching the dance performance selected to achieve this purpose using convenient sampling and self-administration method on May 2015. Team attachment used brand attachment scale used by Sang-Yoo Kim, Ho-Ryong Beak (2010) was modified and constructed based on the Thomson et al.(2005). Team loyalty concept of team loyalty is the modified source which Yong-man Kim cites in his text (2004) from Funk`s concept of measurement item(1998). Team attribute(Reliability, Familiarity, Attractiveness) concept of attractiveness is the modified source which from Fisher`s concept of measurement item(1998), reliability scale used by Mcknight, Choudhuru, Kacmar(2002), Yong-man Kim (2010) was modified and constructed. Used Familiarity scale used by Aaker(1996), Yong-man Kim (2006) was modified and constructed. To examine data, exploratory factor analysis and reliability analysis were used. To analyze Correlation product-moment analysis and Hierarchical Regression analysis. Mediating effect verification used Sobel Test developed by Baron & Kenny(1986). Significance level was set at .05, Statistical programs used for data analysis was PASW v18.0. Result: First, Team affection has higher influence by rather than directly influencing team loyalty but by partially mediating the attractiveness. Second, Team affection has higher influence by rather than directly influencing team loyalty but by partially mediating the reliability. Third, Team affection has higher influence by rather than directly influencing team loyalty but by partially mediating the familiarity. Conclusion: Team Attachment has higher influence by rather than directly influencing team loyalty but by partially mediating the team attribute components (attractiveness, reliability and familiarity).

인문,사회과학편 : 프로야구구단의 공익연계마케팅(CRM) 속성요인과 구단이미지, 모기업 이미지의 구조적 관계

백우열(WooYeulBaek),김봉경(BongGyungKim) 한국체육학회 2015 한국체육학회지 Vol.54 No.2

본 연구는 국내 프로야구구단의 공익연계마케팅(CRM) 속성요인과 구단이미지, 모기업 이미지 간의 구조적 관계를 규명하는데 그 목적이 있다. 본 연구의 목적을 달성하기 위해 ``2014 한국야쿠르트 세븐 프로야구``정규시즌에 참가한9개 구단 중에서 서울, 인천, 부산에 각각 연고지를 두고 있는 두산베어스, SK와이번스, 롯데자이언츠의 홈 3경기에 입장한 관중을 대상으로 총 342(95.0%)부의 자료를 확보하였으며, 구조방정식모형(SEM) 분석을 통해 다음과 같은 결론을 도출하였다. 첫째, 프로야구 소비자가 인식하는 프로야구구단의 공익적합성이 높을수록 구단이미지는 높게 나타났다(p<.05). 둘째, 프로야구 소비자가 인식하는 프로야구구단의 CRM 참여동기 순수성이 높을수록 구단이미지는 높게 나타났다(p<.05). 셋째, 프로야구 소비자가 인식하는 프로야구구단의 CRM 기부금액 적정성이 높을수록 구단이 미지는 높게 나타났다(p<.05). 마지막으로, 프로야구 소비자가 인식하는 구단이미지가 높을수록 모기업 이미지는 높게 나타났다(p<.05). 본 연구의 결과는 국내 프로야구구단들이 공익연계프로그램을 기획하는데 있어 공익연계마케팅 속성요인들을 고려한 최적화된 전략을 수립하는데 도움이 될 것으로 기대된다. The purpose of the present study was to investigate the causal relationships between Cause-Related Marketing(CRM) attributes, team image, and parent company image in the Korean Professional League. In order to achieve the purpose of this study, we collected a total of 324(95.0%) questionnaires from 3 home games of Doosan Bears, SK Wyverns, and Lotte Giants baseball teams and performed a structural equation modeling(SEM) analysis. The followings are the results of the current study. First, the path coefficient between team-cause fit and team image was statistically significant(p<.05). Second, the path coefficient between team’s CRM participation motivation and team image was statistically significant(p<.05). Third, the path coefficient between team’s CRM donation amount appropriateness and team image was statistically significant(p<.05). Lastly, the path coefficient between team and parent company image was statically significant(p<.05). Results of the present study is expected to help those Korean professional baseball teams that consider CRM as an alternative marketing communication measures come up with optimized CRM strategies.

집단응집력이 팀중심편향에 미치는 영향

심윤식 ( Yun Sik Shim ),신명진 ( Myoung Jin Shin ) 한국스포츠심리학회 2015 한국스포츠심리학회지 Vol.26 No.3

Purpose: The objectives of the present study were to investigate 189 male athletes playing soccer, rugby and water polo 1) to demonstrate the presence of the team-serving bias and thereby examine the validity of the Causal Dimension Scale for Teams (CDS-T), a measurement tool of team attribution, and 2) to verify the effects of group cohesion on the team-serving bias. Results: A team-serving bias was found in the locus of causality, stability and external control factors of team attribution, thus validating the measurement toolused in the study. Further, the moderating effect between group cohesion and team-serving bias was verified via hierarchical regression analysis. The direction of the moderating effects, as shown in the interaction graphs, indicated that the team-serving bias was higher for Individual-centred Task-oriented cohesion and Group-centred Task-oriented cohesion. Conclusion: we have shown that the team-serving bias tends to be stronger when group cohesion is higher. Further, we found that among the different types of group cohesion, there were moderating effects of task cohesion but not of social cohesion.

프로스포츠팀 속성이 중국 관람객의 관계 품질 및 재 관람의도에 미치는 영향

김준환(Joon-Hwan Kim) 한국무역연구원 2014 무역연구 Vol.10 No.3

Watching sports game has become one of the most popular entertainments and a part of time-consuming activities, Obviously the sports industry is a high value-added market that has unlimited potential. However, most of the domestic professional sports teams serve games only as a PR function for the companies. In this age of competition, the professional sports entrepreneurs should design systematic and scientific marketing strategies to maintain the loyalty of the existing fans, as well as to attract new spectators. This research is conducted to figure out the sports teams factors to attract sports fans from relationship marketing perspective. The previous relationship marketing studies were focused only on department stores or on retail businesses. However, the concept of relationship marketing is about how companies can maintain the existing customers, and this can be applied to sports market as well. The results suggest that if the professional sports fans are generally satisfied, they would show more revisit intention regardless of relationship level. As for the relationship-oriented fans, it is shown that they are more likely to revisit the game once they are confident in the relationship marketing factors of a professional sports team. Also, it has been found that since the team unity grows in accordance to the confidence, the team unity and confidence are very important factors to consider in relationship marketing of pro-sports teams. This study can be said to have made some meaningful contributions by finding out different levels of relationship between a professional sports team and their fans have different impacts on the revisit intention. However, there are some limitations on this study, such as narrow choice of variables and small sample size. These limitations are expected to be overcome in the future research.