프로농구팬의 소비특성에 따른 이동통신사의 만족도, 신뢰도, 충성도와 전환혜택, 전환의도에 관한 연구 = (A) study on correlations of portability benefit/willingness subject to satisfaction, reliability and loyality against mobile communication firms caused by consumption characteristics of pro-basketball fans

다국어 초록 (Multilingual Abstract)

The study aims at providing the fundamental data for marketing by analyzing the correlation among satisfaction, reliability, loyalty, portability benefit and portability willingness against mobile communications providers according to the consumption characteristics by pro basketball fans. The methodological ways for the purposes include convenience sampling in selecting a total of 700 pro basketball spectators to carry out questionnaire survey at the KTF Stadium in Busan and applications, as for 645 reliable questionnaire, for one-way ANOVA, Scheffe's post hoc test and multiple regression analysis, accordingly drawing out the following conclusion; Firstly, there existed statistically significant differences as per mobile communications pattern, fan orientation and subscription period in the aspect of satisfaction degree on mobile companies depending on consumption characteristics by basketball fans. More specifically, satisfaction on SKT and KTF went ahead than LGT's as for mobile communications pattern, and satisfaction by fans on mobile providers' basketball teams was stronger than that of non-mobile corporate teams. In terms of subscription period factor, the group exceeding two years showed higher satisfaction degree than those not more than six months.
Secondly, there existed statistically significant differences as per mobile communications pattern, fan orientation and toll charges in the aspect of reliability degree on mobile companies depending on consumption characteristics by basketball fans. More specifically, reliability of SKT and KTF went ahead than LGT's as for mobile communications pattern, and fan orientation-based reliability toward mobile providers' basketball teams was stronger than that of non-mobile corporate teams. In terms of mobile toll charge factor, the group less than KRW 50,000~70,000 showed higher reliability degree than those with less than KRW 30,000.
Thirdly, there existed statistically significant differences only as per mobile communications pattern and subscription period in the aspect of loyalty degree on mobile companies depending on consumption characteristics by basketball fans. More specifically, loyalty on KTF went ahead than LGT's as for mobile communications pattern, and, in terms of subscription period factor, the group exceeding two years showed higher loyalty degree than those not more than six months.
Fourthly, there existed statistically significant differences as per mobile communications pattern, subscription period and number of visit in the aspect of portability(shift) benefit on mobile companies depending on consumption characteristics by basketball fans. More specifically, the portability benefits were proven the highest when shifted to LGT as for mobile communications pattern, and on the subject of groups ranging 6 to 12 months as for subscription period. In terms of the number of visits, the group of for-three-times visit was proven best benefited in the aspect of number portability.
Fifthly, there existed statistically significant differences as per mobile communications pattern, fan orientation and number of visit in the aspect of portability(shift) willingness on mobile companies depending on consumption characteristics by basketball fans. More specifically, the portability willingness to LGT was proven the highest as for mobile communications pattern, and the group of for-three-times visit was shown the highest in the aspect of number portability willingness.
Sixthly, in light of influential impact on portability benefit caused by satisfaction degree, reliability and loyalty strength according to consumption characteristics by pro basketball fans, the mobile communications pattern demonstrated that loyalty strength in case of SKT and satisfaction degree in case of KTF produced negative impact on portability benefit. Meanwhile, the factor of loyalty equally as for both one-year to less-than two-year group and not-less-than two-year group gave rise to negative impact on portability benefit. In terms of toll charges, loyalty factor for the group with KRW 30,000~50,000 satisfaction factor for the group with KRW 50,000~70,000 and loyalty factor for the group exceeding KRW 70,000 produced negative impact on portability benefit. Furthermore, in terms of the number of visit, loyalty factor for the group of 1-time visit, reliability factor for the group of 3-time visits and loyalty factor for the group exceeding 4-time visits produced negative impact on portability benefit.
Seventhly, in light of influential impact on portability willingness caused by satisfaction degree, reliability and loyalty strength according to consumption characteristics by pro basketball fans, the mobile communications pattern demonstrated that loyalty and reliability factors in case of SKT, satisfaction and loyalty factors in case of KTF and satisfaction factor in case of LGT produced negative impact on portability willingness. Meanwhile, when viewed from the aspect of fan orientation, reliability factor in case of fans of non-mobile firms, and loyalty and satisfaction factors in case of fans of mobile companies gave rise to negative impact on portability willingness. In terms of toll charges, satisfaction and loyalty factors for the group with less than KRW 30,000 loyalty and satisfaction factors for the group with KRW 30,000~50,000 loyalty factor for the group with KRW 50,000~70,000 and reliability factor for the group exceeding KRW 70,000 produced negative impact on portability willingness. Furthermore, in terms of the number of visits, loyalty factor for the group of 1-time visit, satisfaction factor for the group of 2-time visits, satisfaction and reliability factors for the group of 3-time visits and loyalty factor for the group exceeding 4-time visits produced negative impact on portability willingness.
Eighthly, when it comes to the influence on portability benefit made by satisfaction degree, reliability and loyalty strength from pro basketball

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 4
• 3. 연구의 모형 = 5
• 4. 연구의 가설 = 6
• 5. 연구의 제한점 = 7
• 6. 용어의 정의 = 8
• Ⅱ. 이론적 배경 = 10
• 1. 기업이미지 = 10
• 2. 스포츠 소비자 = 19
• 3. 고객의 신뢰 = 23
• 4. 충성도 = 29
• 5. 전환혜택 = 36
• 6. 전환의도의 개념과 측정 = 38
• Ⅲ. 연구방법 = 42
• 1. 연구대상 = 42
• 2. 측정도구 = 44
• 3. 설문지 타당도 및 신뢰도 = 46
• 4. 조사절차 = 48
• 5. 자료처리 = 48
• Ⅳ. 연구결과 = 49
• 1. 프로농구팬의 소비특성별 이용통신사 만족도의 차이 = 49
• 2. 프로농구팬의 소비특성별 이용통신사 신뢰도의 차이 = 51
• 3. 프로농구팬의 소비특성별 이용통신사 충성도의 차이 = 53
• 4. 프로농구팬의 소비특성별 이용통신사 전환혜택의 차이 = 55
• 5. 프로농구팬의 소비특성별 이용통신사 전환의도의 차이 = 57
• 6. 프로농구팬의 소비특성별 이용통신사의 만족도, 신뢰도 및 충성도와 전환혜택의 관계 = 59
• 7. 프로농구팬의 소비특성별 이용통신사의 만족도, 신뢰도 및 충성도와 전환의도의 관계 = 68
• 8. 프로농구팬의 이용통신사에 대한 만족도, 신뢰도 및 충성도와 전환혜택의 관계 = 77
• 9. 프로농구팬의 이용통신사에 대한 만족도, 신뢰도 및 충성도와 전환의도의 관계 = 79
• Ⅴ. 논의 = 81
• Ⅵ. 결론 및 제언 = 93
• 1. 결론 = 93
• 2. 제언 = 96
• 참고문헌 = 98
• 설문지 = 110