프로배구 팀 연상이 팀 충성도 및 고객 충성도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find out how pro-volleyball team's association influences on team loyalty and customer loyalty.
To accomplish the object of this study, subjects were randomly sampled 535 men and women ages from twenties to forties who watch '06-07 V-league to search traits of population statistics, team association, team loyalty and customer loyalty.
All statistical data were analyzed by frequency analysis, factor analysis, Reliability, Chi-square test, one-way ANOVA, multiple regression analysis.
The results were as follows.
First, Chi-square test was formed to find out distribution of watching action-trait by population statistics. The number of watching game was significantly different from sex, age, job and the frequency of watching TV had difference in sex, age.
Furthermore, partner in watching game had a notable difference in sex, age, job.
Second, as a result of analysis of one way ANOVA all causes of team association in ages, namely success, star player, product satisfaction, nostalgia, importance, showed to have a notable distinction. After using the team loyalty analysis, the result was turned out that sex had a notable difference in behavioral and attitudinal cause and age had a remarkable difference in behavioral and attitudinal cause.
After using the customer loyalty analysis, it turned out that sex had different outcome in behavioral cause and age had different result in behavioral and attitudinal cause.
Third, as a result of analysis in watching action-trait it was notable that the number of watching game in a field house and watching TV had difference in all causes of team association in ages, that is success, star player, product satisfaction, nostalgia, importance. After analyzing team loyalty, the number of watching game in a field house and watching TV was different in behavioral and attitudinal cause.
After analyzing customer loyalty the number of watching game in a field house and watching TV was different in behavioral and attitudinal cause.
Fourth, multiple regression analysis was used to know how team association influenced on team loyalty. The result was that all causes of team association affected team loyalty and product satisfaction, nostalgia, importance of team association had effect on behavioral cause of team royalty.
Fifth, as a result of using multiple regression analysis to know how team association influenced on customer loyalty, all causes of team association influenced on attitudinal cause of customer loyalty and star, product satisfaction, nostalgia, importance of team association influenced on behavioral cause.
Sixth, multiple regression analysis was used to know how team loyalty influenced on customer loyalty. The result was that behavioral and attitudinal cause of team loyalty affected attitudinal cause of customer loyalty and attitudinal cause of team loyalty had effect on behavioral cause of customer loyalty
As above results, according to traits of population statistics of pro-volleyball watchers, watching action-trait was different and team association, team loyalty, customer loyalty showed to have a notable distinction by traits of population statistics and watching action-trait. Also, it turned out that team association influenced on team loyalty and customer loyalty, and team loyalty did on customer loyalty.
Therefore, for the increment of viewers in pro-volleyball, first of all, positive marketing for those that have spent less time in viewing the game must be carried out. Then, each pro-volleyball teams should continuously achieve managements which not only get good mark at the game but also bring star player up and lead active plays.
This will make viewers more concentrate on team loyalty and increase viewing members. Eventually it'll develop the environment of pro-volleyball.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 5
• 3. 연구변수 및 모형 = 6
• 4. 연구의 제한점 = 7
• 5. 용어의 정의 = 7
• Ⅱ. 이론적 배경 = 9
• 1. 프로배구에 관한 고찰 = 9
• 1) 배구 설립배경 및 발전과정 = 9
• (1) 배구의 역사 = 9
• (2) 한국의 배구 = 11
• 2) 프로배구의 출범배경 = 12
• 3) 프로배구구단의 현황 = 15
• 4) 프로배구 관중현황 및 TV 시청률 = 18
• 5) 프로배구관련 선행연구 = 19
• 2. 브랜드 연상 = 20
• 1) 브랜드 개념 = 20
• 2) 브랜드 연상 개념 = 20
• 3) 스포츠 팀 연상(Sport Team Association) = 25
• (1) 속성에 관한 브랜드 연상 = 28
• (2) 혜택에 관한 브랜드 연상 = 29
• (3) 태도에 관한 브랜드 연상 = 30
• 3. 팀 충성도 = 31
• 1) 팀 충성도 개념 = 31
• (1) 팀 충성도의 행동적 영역 = 32
• (2) 팀 충성도의 태도적 영역 = 34
• 2) 팀 충성도 선행연구 = 35
• 4. 고객충성도 = 36
• 1) 고객충성도 개념 = 36
• (1) 고객충성도의 행동적 영역 = 39
• (2) 고객충성도의 태도적 영역 = 40
• 2) 고객충성도 선행연구 = 41
• Ⅲ. 연구방법 = 43
• 1. 연구대상 = 43
• 2. 조사도구 및 방법 = 45
• 3. 자료처리 = 51
• Ⅳ. 연구결과 = 52
• 1. 인구통계학적 변인에 따른 관람행동특성 분포 = 52
• 2. 인구통계학적 변인별 팀 연상, 팀 충성도, 고객충성도 차이분석 = 58
• 3. 관람행동특성 변인별 팀 연상, 팀 충성도, 고객충성도 차이분석 = 66
• 4. 팀 연상이 팀 충성도에 미치는 영향 = 75
• 5. 팀 연상이 고객 충성도에 미치는 영향 = 77
• 6. 팀 충성도가 고객충성도에 미치는 영향 = 79
• Ⅴ. 논의 = 81
• 1. 인구통계학적 변인별 관람행동특성 분포 = 81
• 2. 인구통계학적 변인별 팀 연상, 팀 충성도, 고객 충성도 차이분석 = 82
• 3. 관람행동특성 변인별 팀 연상, 팀 충성도, 고객충성도 차이분석 = 84
• 4. 팀 연상이 팀 충성도에 미치는 영향 = 86
• 5. 팀 연상이 고객 충성도에 미치는 영향 = 87
• 6. 팀 충성도가 고객 충성도에 미치는 영향 = 88
• Ⅴ. 결론 및 제언 = 89
• 1. 결론 = 89
• 2. 제언 = 92
• 참고문헌 = 93
• ABSTRACT = 107
• 설문지 = 110