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스포츠센터 관계마케팅 실행요인이 관계품질, 구매행동에 미치는 영향
장호성,석용근 龍仁大學校 體育科學硏究所 2008 體育科學硏究論叢 Vol.17 No.1
The meaning of this research work lies in providing useful basic resources which can be utilized in the strategic respect of internal marketing by investigating how sports center customer in relation to relationship marketing implement factors on relationship quality and purchasing behavior, and by identifying how their service orientation affect business performance taking service quality as parameter. Customer of sports centers in Chungnam region were selected as the subjects of this survey and 248 participants were sampled by Convenience Sampling Method. Resulting data were processed by Frequency Analysis, Exploratory Analysis, Correlation Analysis, Regression Analysis using SPSS 11.0 program. The results from these research methods and analyses revealed the followings: First, results from regression analysis of performance factors of relationship marketing and relations quality revealed that customer-relations orientation, responsiveness and incentive had significant influences on reliability, and that customer-relations orientation and responsiveness, on involvement. Second, results from regression analysis of performance factors of relationship marketing and purchase behavior exhibited that incentive had a significant influence on repurchase intention, and that responsiveness and incentive, on positive word of mouth. Third, results from regression analysis of relationship quality and purchase behavior revealed that there were significant influences of all variables including reliability and involvement on repurchase intention and positive word of mouth.
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