스포츠산업·경영학 : 프로스포츠 서비스품질 지각에 따른 포지셔닝 전략 = Positioning Strategies with Reference to Perception of Pro-Sports' Service Quality

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze pro-sports spectator's perceptions and preferences for the pro-sports and to develope the positioning strategies with reference to image perception of pro-sports' service quality. To accomplish the purpose of this study, 3600 spectators from twenty-four randomly selected pro-sport games were surveyed by means of a revise questionnaire. The content validity and reliability of the questionnaire was determined by a pilot study. The reliability coefficient for questionnaire was found to be a α=.729―.916. Questionnaire utilized a seven-point Likert-typ scale were employed for ascertaining the degree of importance that each respondent attached to each item. The statistical methods used for the data analysis were frequency analysis and factor analysis by employing the SPSS 10.0 V. Also the Multidimensional Scaling Method(MDS) with KYST, PROFIT, MDPREF and PREFMAP methods were adopted to analyze the similarities, spectator' perceptions and preferences regarding pro-sports.
The major findings obtained from this study were as followings:
First, as a result of factor analysis on the pro-sport's service quality of spectators, six factors of ability of game, accessability, promotion, facility, game schedule, and cost were derived.
Second, the results showed that the competing images of pro-basketball and super volleyball games were relatively high. Also pro-soccer and pro-baseball games were so competitive, where as, the competing images of pro-basketball, super volleyball games and pro-soccer and pro-baseball games were relatively low.
Third, generally, there were significant differences in the spectator's perceptions and preferences of pro-sport games.
Fourth, there were significant differences in the spectator's preferences for pro-sport games and service quality in terms of gender and age difference.
Therefore, the following steps should be taken. First, pro-sports marketers should take into consideration the spectators ideal point changes in their need and wants in his or her own pro-sport and those in the competing pro-sports. Next, should come up with repositioning strategy for pro-sport's service qualities in order to increase spectators. Finally, an effective PR plan should be drawn from the strategy and a marketing mix should be made in order to inform strength of his or her own pro-sports. Hopefully, the empirical findings will be useful in developing marketing strategy related to pro-sports positioning.

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