여가스포츠 참여와 서비스마케팅 특성과의 관계 = The Relationship between the Leisure Sport Participation and the Characteristics of the Service Marketing

다국어 초록 (Multilingual Abstract)

Based on the characteristics of the service marketing and those of the leisure sport population and society, a survey on leisure sport service marketing was carded out regarding the satisfaction of leisure sport participants and workers in the leisure sport industry, The survey aimed to promote the leisure sport industry through understanding the relationship between the leisure sport participation and the characteristics of the service marketing.
The subjects of the survey were 574 in total, For the statistical analyses Duncan test and co-variation analysis were done for the verification and to examine the variance differences,
The founding of the research was as follows;
First, in the relationship of the service marketing characteristics and the kind of leisure sports, there were statistically meaningful differences in basic-service(BS), program-management-service(PMS), effect-service(FS) and general service(GS) regarding sex; in facility-service(FS) and effect-service(FS) regarding the marital status; in basic-service(BS), program-management-service(PMS), facility-service(FS) and general service(GS) regarding the kind of leisure sports, The satisfaction of squash was the highest and that or golf the lowest.
Second, in the relationship of the service marketing characteristics and the frequency of leisure sport participation, there were statistically meaningful differences in basic-service(BS) and program-management-service(PMS) regarding sex; in facility-service(FS) and effect-service(FS) arid general service(GS) regarding sex arid the marital status.
There were statistically meaningful differences in BS, PMS, FS and GS regarding the independent variable of participation frequencies, The satisfaction of the 'once a month' group was the highest and that of 'almost everyday' group was the lowest.