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- 저자 : 김보룡(Bo Ryong Kim) (검색결과 4 건)
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프로스포츠 팀의 공익실현 마케팅활동과 사회적 책임활동이 기업 이미지, 고객 충성도, 마케팅 성과에 미치는 영향
김보룡(Kim Bo-Ryong),임세준(Lim Sei-Jun) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.2
The purpose of this study was to investigate the relationship between professional sports teams' cause-related marketing (CRM) and corporate social responsibility (CSR) on the corporation image, fan loyalty, and marketing performance. To complete this purpose, I chose the subjects 400 spectators in '2009 - 2010 KCC professional basketball' with convenient sampling method, one of the non-probability sampling, excluding 18 insufficient respondents, and then process the data with SPSS Ver. 17.0 Windows Program and Amos Ver. 7.0 program. The results are as follows; First, economic responsibility had a statistically significant effect on corporate image. Second, social cultural responsibility had no statistically significant effect on corporate image. Third, social contribution activity had no statistically significant effect on corporate image. Fourth, the image of corporate of cause-related marketing and corporate social responsibility had a statistically significant effect on fan loyalty. Fifth, the image of corporate of cause-related marketing and corporate social responsibility had a statistically significant effect on marketing performance. Finally, fan loyalty had a statistically significant effect on marketing performance.
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ISO 26000 시행과 사회적 책임활동(CSR)이 프로스포츠 팀과 기업이미지, 기업명성, 스포츠팬의 행동에 미치는 효과
김보룡(Kim Bo-Ryong),임세준(Lim Sei-Jun),전병관(Chun Byung-Kwyan) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.1
The purpose of this study was to investigate the relationship between professional sports teams' corporate social responsibility (CSR) on the corporation image, corporation reputation, and sport fan attitudes focused on Green Sports activity. To complete this purpose, researchers chose the subjects 300 spectators in '2010 CJ magumagu professional baseball' with convenience sampling method and used 288, excluding 12 insufficient respondents, and then process the data with SPSSWIN Ver. 17.0 and Amos Ver. 7.0 program. The results are as follows; First, the professional sports teams' CSR focused on Green Sports activity had a significant effect on the corporation image and the corporation reputation, however it had no significant effect on sport fan attitudes. Second, the corporation image had a significant effect on corporation reputation and sport fan attitudes. Third, the corporation reputation had a significant effect on sport fan attitudes.
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스포츠 팀이미지에 따른 라이센싱제품 구매요인과 팀충성도와의 관계
김홍남(Hong Nam Kim),최환석(Hwan Suk Choi),김보룡(Bo Ryong Kim) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.53
The purpose of this study was to suggest actual strategy increasing sport competitiveness and added value of sport teams through investigating how professional sport team image factors improving corporate image and enhancing corporate marketing activity to affect buying factors of licensing products, and how to affect team loyalty. To complete this purpose, researchers chose the subjects 300 spectators living in Gwangju and Daegu in professional sports games in 2013 with convenience sampling method excluding insufficient respondents. Reliability test of the measuring instrument indicated the Cronbach`s α between .976 and .728, which was an adequate value for the objective of the study. Multiple regression analysis was performed for practical data analysis, and was able to acquire the following results. First, high quality, trusty, certainty, and interest of team image had distinct influence in product character and purchase circumstance. Second, high quality, trusty, certainty of team image had distinct influence in behavioral loyalty and attitudinal loyalty. Third, product character of buying factors and purchase circumstance had distinct influenced in behavioral loyalty and attitudinal loyalty. As a result of findings, because sport team image affected buying factors and team loyalty, operating sport teams was competitive and corporate could get profit through selling licensing products. To increase team image, the team needed to find and bring up local excellent athletes, show more positive team image through social responsibility activity to the fans. In addition, corporate need to produce licensing products emphasizing fuctionality, design, color, and price on demand of customers. Discount tickets sales and simplifying the rout of selling licensing products also could be good strategy.
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스키장 위험지각에 따른 서비스품질과 고객충성도와의 관계
최환석(Choi, Hwan-Suk),김보룡(Kim, Bo-Ryong),박기덕(Park, Gi-Duck) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.3
The purpose of this research is to investigate the relationship between the recognition of risk perception and the quality assurance based on the advanced research, by building a hypothetical model and defining the service quality and the loyalty of customers. For this purpose, the research established current domestic customers of ski resort over age 20, as the target of research. The convenience sampling is used for the sampling method, and 389 of those 400 questionnaires are selected as valid sampling. As the result of the examination of reliability, Cronbach’s α perched on the level between .924 and .817, which proves to be appropriate for this study. The research utilized the multiple regression analysis for analyzing the result. Based on such research method, the following results were obtained. First, among the rick perception against the service quality, the time and function, type of service quality, trust, certainty have distinct influence in forming monetary, physical, financial and social values. Second, among the rick perception against the sense of loyalty for customers, the time and function have significant influence on purchase repetition and social value has similar impact on oral tradition. Third, among the service of quality against the sense of loyalty for customers, the trust, response and certainty of service quality have analogous effect on purchase repetition, and the similar influence in oral tradition. Synthetically, managing with the incidents and minimizing it, is shown as the most significant requisite according to the occurrence of high rate of risk perception. Therefore, widening the slope and placing the safeguard are considerable in the case of this ski resort. In addition, according to the modernization of medical service, complement of equipment, placing medical expert, and construction of emergency are efficient for operating ski resorts by increasing the satisfaction of request, also bring the consequence of growth of customers while maintaining the patron.
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