대학 체육전공 학생이 지각하는 교육서비스품질이 서비스가치, 학생만족 및 행동의도에 미치는 영향

노동연(Roh Dong-Yun),김정락(Kim Jung-Lak) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.4

This study was designed to shed light on the influence of educational service quality on service value, student satisfaction and behavioral intentions which university sports major student is perception. To accomplish such research purpose, researcher identified the causal relationship through Structural Equation Model(SEM) after having established relationship models among educational service quality, service value, student satisfaction and behavioral intentions based on precedent research works and hypothetical model. 292 participants were sampled from the student of sports major for the university located in Seoul and Gyeonggi region by using convenient sampling method. The resulting data were processed by means of frequency analysis and exploratory factor analysis using SPSS 15.0 program. And, to verify construct validity of each measurement model using AMOS 7.0 program, confirmatory factor analysis was conducted, then after, goodness-of-fit of the theoretical model was verified by means of covariance structure analysis. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, educational service qualityhad positive influence on service value. Second, educational service quality had positive influence on student satisfaction. Third, educational service quality had positive influence on behavioral intentions. Forth, service value had positive influence on student satisfaction.

스포츠센터 종사자의 셀프리더십이 심리적 임파워먼트 및 조직시민행동에 미치는 영향

노동연(Roh, Dong-Yun),원형진(Won, Hyung-Jin) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.3

This study aims to provide preliminary data for making contribution to the formation of knowledge of principles of physical education as well as refined and effective management of sports center organization by understanding internal characteristics to sports center employees’ organizational citizenship behaviors through investigation on the influence of sports center employees’ self-leadership on the psychological empowerment and organizational citizenship behaviors. Targeting 12 sports centers located in Seoul, Gyeonggi and Incheon, this study collected sample data from 227 sports center employees by direct visit to the centers. For data processing, this study conducted frequency analysis, factor analysis, correlation analysis and regression analysis using SPSS 18.0 and implemented structural equation model analysis using AMOS 18.0. Results of study based on the above research method and analysis of data are as follows. First, sports center employees’ self-leadership had a significant influence on the psychological empowerment. Second, sports center employees’ self-leadership had a significant influence on the organizational citizenship behaviors. Third, sports center employees’ psychological empowerment had a significant influence on the organizational citizenship behaviors. From all these considerations, sport center employees’ self-leadership is strengthening organizational citizenship behavior through psychological empowerment and psychological empowerment is an important intervening variable inherent in relations between independent variable and dependent variable.

스포츠센터의 마케팅믹스 요인이 브랜드 자산과 브랜드 충성도에 미치는 영향

노동연(Roh, Dong-Yun),한권상(Han, Kwon-Sang) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

The purpose of this study is; first, to investigate the effect between marketing mix factors and brand equity of sports centers; second, to investigate the effect between brand equity and brand loyalties of sports centers; third, to establish the useful academic materials for planning and putting into practice the effective marketing strategies of sports centers as to enhance the brand equity of sports centers and to attract the customers for those. Following is the results of the path model. First, brand qualities were significantly affected by products, prices and places. Brand awareness and brand image were significantly affected by products, prices and sales promotions. Second, behavioral loyalty and attitudinal loyalty were significantly affected by products, prices, places and sales promotions. Third, behavioral loyalty were significantly affected by brand quality and brand image. Attitudinal loyalty were significantly affected by brand quality and brand awareness. Fourth, marketing factors of sports center had a direct effect on the brand equity to .812 and the brand equity had a direct effect on brand loyalty to .736. Marketing factors of sports center had a direct effect on the brand loyalty to .316 and the marketing factors linked to the brand equity had a indirect effect on brand loyalty to .598, thus the total causal effect of factors indicated to .914.

프로스포츠 구단의 마케팅전략과 관람만족 및 재관람 의도의 관계

노동연(Roh, Dong-Yun),김태일(Kim, Tae-Il),박상배(Park, Sang-Bae) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

This study was designed to shed light on the relationship among marketing strategy, viewing satisfaction and revisit intention of professional sports teams. To accomplish such research purpose, researcher identified the causal relationship through Structural Equation Model(SEM) after having established relationship models among marketing strategy, viewing satisfaction and revisit intention on precedent research works and hypothetical model. 984 participants were sampled from the spectators for the stadium located in Seoul, Gyeonggi, Gangwon and Chungnam region by using convenient sampling method. The findings were generated by frequency analysis and exploratory factors analysis by SPSS 18.0 version, and the test of goodness of the model was carried out with the covariance structure analysis using AMOS 18.0 version to verify construct validity of the measured model. Following is the results of the path model. First, marketing strategy of professional sports teams had positive influence on viewing satisfaction. Second, marketing strategy of professional sports teams had positive influence on revisit intention. Third, viewing satisfaction had positive influence on revisit intention.

골프연습장 브랜드자산이 고객만족 및 고객충성도에 미치는 영향

노동연(Roh Dong-Yun),한권상(Han Kwon-Sang) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.1

This study was designed to shed light on the effect of brand equity, customer satisfaction and customer loyalty on golf practice range. To accomplish such research purpose, researcher identified the causal relationship through Structural Equation Model(SEM) after having established relationship models among brand equity, customer satisfaction and customer loyalty based on precedent research works and hypothetical model. 277 participants were sampled from the customer of golf practice range meeting audience by using convenient sampling method. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis and regression analysis using SPSS 15.0 program. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, brand equity had positive influence on customer satisfaction. Second, brand equity had positive influence on customer loyalty. Third, customer satisfaction had positive influence on customer loyalty.

캐디 서비스품질과 고객가치 및 고객만족의 관계

노동연(Roh Dong-Yun),박창석(Park Chang-Suk),김태일(Kim Tae-Ill) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.3

The purpose of this study is; first, to investigate the effect between caddies service quality and customer value of golf course; second, to investigate the effect between customer value and customer satisfaction of golf course; third, to establish the useful academic materials for planning and putting into practice the effective marketing strategies of golf course as to enhance the service quality of golf course and to attract the customers for those. First, convenience as the subordinate concept of customer value were significantly affected by repair ability and course analysis as the subordinate of caddies service quality. Economy as the subordinate concept of customer value were significantly affected by measurement ability and course analysis as the subordinate of caddies service quality. Excellence as the subordinate concept of customer value were significantly affected by measurement ability and course analysis as the subordinate of caddies service quality. Second, equipment satisfaction as the subordinate concept of customer satisfaction were significantly affected by measurement ability and game progress as the subordinate of caddies service quality. Service satisfaction as the subordinate concept of customer satisfaction were significantly affected by measurement ability, repair ability, course analysis and game progress as the subordinate of caddies service quality. Third, equipment satisfaction as the subordinate concept of customer satisfaction were significantly affected by convenience and economy as the subordinate of customer value. Service satisfaction as the subordinate concept of customer satisfaction were significantly affected by convenience and economy.

태권도 심판의 직무특성이 직무만족 및 조직몰입에 미치는 영향

노동연(Roh, Dong-Yun),김태일(Kim, Tae-Ill),박상배(Park, Sang-Bae) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.2

This study was designed to shed light on the effect of job characteristics on job satisfaction and organizational commitment of taekwondo referees. To accomplish such research purpose, researcher identified the causal relationship through Structural Equation Model(SEM) after having established relationship models among job characteristics, job satisfaction and organizational commitment on precedent research works and hypothetical model. 126 participants were sampled from the referees for the taekwondo association located in Busan, Gyeongnam and Gyeongbuk region by using convenient sampling method. The findings were generated by frequency analysis and exploratory factors analysis by SPSS 18.0 version, and the test of goodness of the model was carried out with the covariance structure analysis using AMOS 18.0 version to verify construct validity of the measured model. Following is the results of the path model. First, job characteristics of taekwondo referees had positive influence on job satisfaction. Second, job characteristics of taekwondo referees had positive influence on organizational commitment. Third, job satisfaction of taekwondo referees had positive influence on organizational commitment.

스포츠센터 조직문화와 직무만족 및 서비스 제공수준의 관계

노동연(Roh, Dong-Yun),이승행(Lee, Seung-Haeng),함지선(Ham, Ji-Sun) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.6

The purpose of this study is to find out the relation of the organization culture, job satisfaction and the service delivery level among current workers in sports centers. The survey was conducted on 177 workers of sports centers in Incheon and Gyeonggi province by convenience sampling. The findings were generated by frequency analysis and exploratory factors analysis by SPSS 18.0 version, and the test of goodness of the model was carried out with the covariance structure analysis using AMOS 18.0 version to verify construct validity of the measured model. Following is the results of the path model. First, the organization culture in sports centers had a positive effect on the job satisfaction. Second, the organization culture had a positive effect on the service delivery level. Lastly, the job satisfaction of the people who work in sports centers had a positive effect on the service delivery level. According to the findings, the organization culture in sports centers has positive influence on the service delivery level through job satisfaction. For a mediating variable, the job satisfaction is an essential mediating variable connecting independent variable to dependent variable.

종합격투기 해설자의 공신력이 시청자만족 및 시청지속의도에 미치는 영향

노동연(Roh, Dong-Yun),오용석(Oh, Yong-Suk),공성배(Kong, Seong-Bae) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.5

The purpose of this study was to identify the effect of public trust of mixed martial arts commentator on audience satisfaction and viewing continuity intention. To accomplish such research purpose, researcher identified the causal relationship through regression analysis after having established relationship models among public trust of mixed martial arts commentator, audience satisfaction and viewing continuity intention on precedent research works and hypothetical model. 307 participants were sampled from the trainee for the mixed martial arts centers located in Seoul and Gyeonggi region by using convenient sampling method. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis, regression analysis, using SPSS 18.0 program. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, public trust of mixed martial arts commentator had positive influence on audience satisfaction. Second, mixed martial arts commentator had positive influence on viewing continuity intention. Third, viewing continuity intention had positive influence on viewing continuity intention.

스포츠스타 광고속성이 소비자의 태도와 구매행동에 미치는 영향

노동연(Roh, Dong-Yun),김태일(Kim, Tae-Ill) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.3

The purpose of this study was investigated on the effect of advertising attributions using sports star on customer attitude and purchase intention. To accomplish such research purpose, researcher identified the causal relationship through regression analysis after having established relationship models among adevertising attributions using sports star, customer attitude and purchase intention on precedent research works and hypothetical model. 368 participants were sampled from the university students’ in Gyeonggido region by using convenient sampling method. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis, regression analysis and path model analysis using SPSS 18.0 program. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, advertising attributions using sports star had positive influence on customer attitude. Second, advertising attributions using sports star had positive influence on purchase intention. Third, customer attitude had positive influence on purchase intention.