관람스포츠 소비자의 관람동기, 서비스품질, 재관람의 관계 = The Relationship Between Service Quality, Service Satisfaction and Repurchase Intention of Participants in Sports Center

다국어 초록 (Multilingual Abstract)

Since spectator sport consumers make decisions on revisiting the sports arena through their direct personal experiences, the purpose of this research was to select the factors of spectator motivation and service quality that affect the revisiting the spectator sports arena, to establish their relationships, and to compare soccer and baseball which are the representative spectator sports. To achieve this purpose, this researcher personally visited the sports arenas and conducted the questionnaire survey on 397 research participants and analyzed the data collected from the survey using SPSS 18.0 and AMOS 18.0 statistical programs and the results are as follows.
First, in the relationships between spectator sport consumers’ spectator motivation, service quality, and revisiting, they all showed positive relationships and the mediating effect of service quality was shown. Second, in the relationships between spectator sport consumers’ spectator motivation, service quality, revisiting, according to spectator sports types, there were statistically significant differences in two paths (service quality → revisiting, spectator motivation → revisiting).
To sum up these results, in order to enhance the spectator sport consumers’ revisiting, the strategies to raise spectator motivation and to enhance service quality are important. And since there are differences in consumers’ watching sports, depending on the sports events, it should be recognized that focuses should be different in presenting the strategies for different sports events. In other words, the conclusion was that when the strategies, which clearly identify and satisfy the spectator motivation for professional baseball consumers and which raise service quality for professional soccer consumers, are provided, more spectator sport consumers can be attracted to the sports arenas.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과
• Ⅳ. 논의
• Ⅴ. 결론 및 제언
• 참고문헌