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골퍼의 인구통계학적특성에 따른 골프선수보증인이미지가 브랜드충성도에 미치는 영향
염정환(Yum, Jung-Hwan),성종환(Sung, Chong-Hwan),나도현(Na, Do-Hyun) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.5
This study is looking for an effect that an image of golfer surety has an influence on brand loyalty by demographic characteristic for golfer in according to the feature of human statistics. First, to verify differences between demographic characteristic and an image of golfer surety, we conduct one-way ANOVA setting an image of golfer surety factor as independent variable and demographic characteristic trait as dependent variable. As a result, we found that in sexual factor external image only has significant differences. In age factor, external image has significant differences, adventurous image, moral image. In the factor whether marriage or not, only adventurous image) has significant differences. The factor of level of education has no significant differences in all of subordinated factor. Lastly, in the career factor, external image, exercise performative image, adventurous image and the moral image significance differences. Second, to verify an effect that an image of golfer surety has an influence on brand loyalty, we conducted multiple regression analysis, In training time factor among training characteristic subordinated factor, the external image and exercise performative image factor among golfer surety image didn"t have a positive influence. However adventurous and moral image factor had a significant effect on brand loyalty.
태권도장의 서비스회복 공정성이 수련생 만족, 전환비용 및 충성도에 미치는 영향
김선공(Kim, Sun-Gong),이정흔(Lee, Jeong-Heun),성종환(Sung, Chong-Hwan),김현미(Kim, Hyun-Mi),염정환(Yum, Jung-Hwan) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4
The purpose of this study was to examine the relationship among service recovery justice, trainees’ satisfaction, switching costs and loyalty of Taekwondo training centers. The subjects were parents of Taekwondo trainees from ten Taekwondo training centers, and 340 data were collected and 327 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSSWIN Ver. 18.0 and confirmatory factor analysis and structural equation model analysis using AMOS 7.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, service recovery justice had significant influence on trainees’ satisfaction. Second, trainees’ satisfaction had significant influence on switching costs and loyalty. Third, switching costs had significant influence on loyalty.