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골프용품브랜드의 관계혜택, 만족, 신뢰, 충성도의 구조적 관계
송진석(Song, Jin-Suk),김재원(Kim, Jae-Won),김나래(Kim, Na-Rae) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.6
This study aims to provide a basic data on relationship marketing of golf brands by identifying a structural relationship among relationship benefits, satisfaction, trust and loyalty of the golf brands. For this, among customers of golf clubs, population was selected by using the convenience sampling for 200 customers who answered that they have been buying golf goods in the same brand stores. 185 answer sheets (92.5%)except insincere responseswere used in the final analysis. A survey tool is a questionnaire consisting of 4 questions of demographic characteristics, 12 questions of relationship benefits, 4 questions of satisfaction, 4 questions of trust and 3 questions of loyalty. Confirmatory factor analysis(CFA) was implemented and verification with structural equation model(SEM) was conducted to investigate the relationship between variables. For model validation, maximum likelihood was used and a significance of path coefficient was determined by using CR value (Critical Ratio). The data was processed by using SPSS WIN Ver 21.0and AMOS 18.0. Looking at the results, first, relationship benefits of golf brands showed a positive effect on satisfaction. Second, relationship benefits of golf brands showed a positive effect on trust. Third, satisfaction showed a positive effect on trust. Fourth, satisfaction did not show any effect on loyalty. Fifth, trustappeared to affect loyalty.
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김익겸,김용규,송진석 경희대학교 체육과학연구소 2001 體育學論文集 Vol.29 No.-
In order to do this study, self-concept test was done to 111 sports players and 132 general students total 243 students. These are the conclusions drawn from the result. 1. Sports players and general students As a result of comparison of the self-concept of sports players and general students according to the sub-variables, sports players got higher records in the whole sub-variables. 2. Soccer players and general students As a result of comparison of the self-concept of soccer players and general students according to the sub-variables, soccer players got higher records in the whole sub - variables. 3. Baseball players and general students As a result of comparison of the self-concept of baseball players and general students according to the sub-variables, baseball players got higher records in the whole sub-variables. 4. Basketball players and general students As a result of comparison of the self-concept according to the sub-variables, basketball players got higher records in the self-estimation, self-physical, total variability, column variability and raw variability. 5. Ice-hockey players and general students As a result of comparison of the self-concept of ice-hockey players and general students according to the sub-variables, ice-hockey players got higher records in the self-satisfaction, self-personal, self-social, column variability and distribution score. 6. Gymnastics players and general students As a result of comparison of the self-concept of gymnastics players and general students according to the sub-variables, gymnastics players got higher records in the self-estimation, column variability.
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