태권도장의 관계마케팅 전략과 신뢰, 몰입 및 구매 후 행동의 관계

박명국 ( Myoung Kug Park ) 한국스포츠산업경영학회 2015 한국스포츠산업경영학회지 Vol.20 No.3

본 연구는 태권도장의 관계마케팅 전략과 신뢰, 몰입 및 구매 후 행동의 영향력 관계를 실증적으로 분석하기 위하여 내·외 생 변수간의 구조적 인과관계를 분석하였다. 연구의 대상은 수도권에서 태권도에 참여하고 있는 초등학교 고학년을 대상으로 320명을 추출하였으며, 실제분석에는 불성실하게 응답한 자료로 판단되거나 조사내용의 일부가 누락된 자료를 제외하고 278부를 사용하였다. 각 자료는 SPSS(Ver. 18.0), AMOS(Ver. 18.0) 통계프로그램을 이용하여 분석의 목적에 따라 전산처리 하였으며, 태권도장의 관계마케팅전략, 신뢰, 몰입 및 구매 후 행동의 인과관계를 규명하기 위하여 구조방정식모형(SEM: structural equation modeling)을 도출하였다. 설계된 이론적 근거와 연구방법에 의하여 연구한 결과 다음과 같은 결론을 도출하였다. 첫째, 태권도장 관계마케팅과 신뢰, 몰입의 관계에서 사회적 전략, 구조적 전략, 회복전략은 태권도장 신뢰에 영향을 미치는 것으로 나타났으나, 가격전략은 영향을 미치지 않는 것으로 나타났으며, 가격전략, 사회적 전략, 구조적 전략, 회복전략 모두가 운동 몰입에 영향을 미치는 것으로 나타났다. 둘째, 태권도장 신뢰는 운동 몰입에 영향을 미치지 않는 것으로 나타났다. 셋째, 신뢰, 몰입과 구매 후 행동의 관계에서 태권도장 신뢰와 운동 몰입은 재 구매와 구전에 모두 영향을 미치는 것으로 나타났다. This study carried out for positive analysis among relationship marketing strategy, trust, sports commitment and post-purchasing behavior in taekwondo gymnasium using internal·external variables` structural casual relations. The samples of this study were 320 higher grade students of elementary school who participated in taekwondo class, At last we use 278 effective questionnaires for analysis. We use SPSS(Ver. 18.0) and AMOS(Ver. 18.0) statistical program for analysis, (SEM: structural equation modeling) for casual relations between relationship marketing strategy, trust, sports commitment and post-purchasing behavior in taekwondo gymnasium. The result of this study is as follow. First, relations between marketing strategy and trust, sports commitment in taekwondo gymnasium, social·structural·restoration strategy influence in taekwondo gymnasium trust, price strategy dose not influence in taekwondo gymnasium trust, price·social·structural·restoration strategy does influence in sports commitment. Second, taekwondo gymnasium trust does not influence in sports commitment. Third, relations between trust, sports commitment and post-purchasing behavior, taekwondo gymnasium trust and sports commitment influence in repurchase and word of mouth.

수상스키리조트의 물리적환경과 고객감정, 전환장벽 및 충성도의 관계

박명국 ( Myoung Kug Park ) 한국스포츠정책과학원(구 한국스포츠개발원) 2015 체육과학연구 Vol.26 No.4

본 연구는 수상스키리조트의 물리적 환경과 고객감정, 전환장벽 및 충성도의 관계를 알아보는데 목적이 있었다. 조사대상은 경기도 및 강원도에 위치한 수상스키리조트를 모집단으로 선정하여, 편의표본추출법을 이용하여 277부를 표집하였으며, SPSS WIN Program 18.0과 AMOS 18.0을 이용하여 빈도분석, 신뢰도 분석, 상관관계분석, 확인적 요인분석 및 구조방정식모형분석의 통계기법을 이용하여 자료를 분석하였다. 이상과 같은 연구방법과 절차를 통하여 다음과 같은 결론을 도출하였다. 첫째, 물리적 환경과 고객감정의 관계에 있어 긍정감정에는 매력성, 청결성, 편의성, 인적서비스의 순으로 정(+)의 영향을 미쳤으며, 부정감정에는 편의성, 매력성, 인적서비스, 청결성의 순으로 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 고객감정과 전환장벽의 관계에 있어 긍정감정은 전환비용과 고객유대에 영향을 미치지 않았으나, 대안의 매력에 영향을 미쳤으며, 부정감정은 전환비용, 고객유대, 대안의 매력 모두에 영향을 미치는 것으로 나타났다. 셋째, 전환장벽과 충성도의 관계에 있어 전환비용은 영향을 미치지 않았으나, 고객유대와 대안의 매력은 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate the relationship between physical environment, customers`` emotions, switching barriers and loyalty among water ski resort users in Gyeonggi-do and Gangwon-do province. Convenience sampling method was used, 277 of the questionnaires were selected as the ultimately valid sample. Data were analysed by SPSSWIN 18.0 and AMOS 18.0 program using frequency analysis, reliability analysis, correlation analysis, confirmatory Factor Analysis(CFA) structural equation model(SEM). The research findings are as follows. First, relations between physical environment and customers`` emotions, attractiveness, cleanliness, convenience and human service had a significant positively impact on positive emotional response. convenience, attractiveness, human service, and cleanliness had a significant negatively impact on negative emotional response. Second, relations between customers`` emotions and switching Barriers, positive emotional response did not have a significant impact on switching cost and interpersonal relationship, but positive emotional response had a significant impact on attractiveness of alternatives. negative emotional response had a significant impact on switching cost, interpersonal relationship and attractiveness of alternatives Third, relations between switching barriers and loyalty, switching cost did not have a significant impact on loyalty. but interpersonal relationship and attractiveness of alternatives had a significant impact on loyalty.

배드민턴 동호인들의 참여정도에 따른 운동 몰입과 여가만족의 관계

박명국(Myoung Kug Park),김경렬(Kyung Ryur Kim),오근희(Keun Hee Oh) 한국여가레크리에이션학회 2010 한국여가레크리에이션학회지 Vol.34 No.3

This study has purpose of investigating the relations between exercise commitment and leisure satisfaction depending on participation degree of badminton club members. To attain this purpose, by convenience sampling, 336 persons of badminton club members in Seoul area were analyzed on, achieving the following results. First, analysis on difference of exercise commitment depending on participation degree, participation period and strength effects on recognition flow. There are higher recognition flow in club members who participated more than 5 years and 3 hours in an event, than who participated less than 1 year. And, no differences are shown on behavior flow. However, frequency is shown higher in members who participated more than four times a week. Second, longer participation period results in higher social satisfaction, and longer participation strength results in higher social, physical satisfaction. Moreover, higher frequency results in higher leisure satisfaction. Third, recognition flow effects on educational, environmental and emotional satisfaction, and behavior flow effects on physical and social satisfaction.

시뮬레이션 골프장 서비스품질이 고객만족, 고객신뢰, 충성도에 미치는 영향

박명국 ( Myoung Kug Park ),김성규 ( Sung Kue Kim ),유현순 ( Hyun Soon Yu ) 한국스포츠산업경영학회 2010 한국스포츠산업경영학회지 Vol.15 No.3

본 연구는 시뮬레이션 골프장의 서비스품질이 고객만족, 고객신뢰 그리고 충성도에 미치는 다양한 요인을 규명하여 다양하고 계층화된 소비자의 욕구에 대응할 수 있는 차별화된 마케팅 전략의 개발에 유용한 기초자료를 제공하는데 그 목적이 있다. 이를 위해 서울소재의 시뮬레이션 골프장 8개소를 이용하고 있는 이용자 320명을 대상으로 편의표본추출법(convenience sampling method)으로 표본을 추출하였고, 수집된 자료중 문제가 있거나 응답이 부실하다고 판단되는 자료 22부를 제외한 298부를 최종 분석 자료로 이용하였다. 자료처리는 SPSS Ver. 14.0을 이용하여 빈도분석, 신뢰도분석 요인분석을 실시하였고, 변수간의 관계를 알아보기 위해 상관분석과 중다회귀분석을 실시하였다. 그 결과, 첫째, 고객만족과 충성도는 서비스품질 하위요인인 회원관리, 직원, 편의시설, 시뮬레이션 프로그램, 시설, 모두와 정적인 상관관계가 나타났고 , 고객신뢰는 회원관리, 직원, 시설 요인과 정적인 상관관계가 나타났다. 둘째, 고객만족은 서비스 품질 하위요인에 모두 고객만족에 정적 영향을 미치는 것으로 나타났으며, 이 중 프로그램과 직원 요인이 고객만족에 가장 큰 영향을 미치는 것으로 나타났다. 셋째, 고객신뢰는 서비스품질 하위요인 중 직원, 시설, 회원관리 요인에서 고객신뢰에 정적 영향을 미치는 것으로 나타났으며, 이 중 직원 요인이 고객신뢰에 가장 큰 영향을 미치는 것으로 나타났다. 넷째, 충성도는 서 비스품질 하위요인 모두 충성도에 정적 영향을 미치는 것으로 나타났으며, 이 중 편의시설 요인이 충성도에 가장 큰 영향을 미치는 것으로 나타났다. 다섯째, 고객만족, 고객신뢰, 충성도 간 상관분석 결과, 충성도와 고객만족은 정적 상관관계를 나타내 었고, 충성도와 고객신뢰는 상관이 없는 것으로 나타났다. 여섯째, 충성도에 대한 고객만족, 고객신뢰 중 고객만족이 충성도에 정적 영향을 미치는 것으로 나타났다. The purpose of this study was to investigate the effect of service quality on customer``s satisfaction, customer``s trust and loyalty in participants of simulation golf facilities. This study selected the 320 customers in eight simulation golf facilities. Samples were extracted using convenient sampling, and selected a total of 298 questionnaires as final valid samples, excepting 22 questionnaires which were judged to show unfaithful responses. To process the data, I used SPSS 14.0 for frequency analysis, reliability analysis, factor analysis, correlation analysis and multiple regression analysis. This research obtained the results as follows; First. the customer``s satisfaction and loyalty had a positive effect on service quality``s all sub-factors. Customer``s trust had a positive effect on membership, faculty, facilities factors. Second, the customer``s satisfaction had a significantly positive effect on faculty and convenience facilities. Third, customer``s trust had a significantly positive effect on faculty factors. Fourth, loyalty had a significantly positive effect on convenience facilities factors. Fifth, the result of correlation analysis between customer``s satisfaction, customer``s trust with loyalty, it was correlated with customer``s satisfaction and loyalty but it was not correlated with loyalty and customer``s trust. Sixth, customer``s satisfaction had a significantly positive effect on loyalty.

프로스포츠 관중의 관람 동기, 팀 연상, 팀 충성도의 구조적 관계

박명국 ( Myoung Kug Park ),유현순 ( Hyun Soon Yu ) 한국스포츠산업경영학회 ( 구 한국스포츠행정경영학회 ) 2012 한국스포츠산업경영학회지 Vol.17 No.3

본 연구의 목적은 프로스포츠 관람자의 관람 동기, 팀 연상, 팀 충성도의 관계를 구조방정식모형을 통해 규명하는데 있다. 연구의 목적을 달성하기 위해 프로야구, 프로농구, 프로배구 관람자 272명을 대상으로 설문조사를 실시하였으며, 자료처리는 SPSS 18.0과 LISREL 8.52를 이용하였다. 이를 통해 얻어진 연구결과는 다음과 같다. 첫째, 프로스포츠 관람자의 관람 동기는 팀 연상에 직접적으로 유의한 영향(.82, t=11.59)을 미치고 있는 것으로 나타났다. 둘째, 프로스포츠 관람자의 관람 동기는 팀 충성도에 직접적으로(.56, t=4.52) 유의한 영향을 미치고 팀 연상을 매개로하여 간접적으로도(.31, t=3.03) 영향을 미치는 것으로 나타났다. 셋째, 프로스포츠 관람자의 팀 연상은 팀 충성도에 직접적으로 유의한 영향(.38, t=3.00)을 미치고 있는 것으로 나타 났다. The purpose of this study was to find out the relationship between spectating motivation of professional sports, team association and team loyalty through the structural equation model. In order to accomplish this, the questionnaire was carried out with 272 spectators who watched professional baseball, basketball and volleyball games. To process this data, SPSS(ver. 18.0) and LISREL(ver. 8.52) was used. The results were as follows. First, spectators`` motivation has a direct effect on team association(.82, t=11.59). Second, spectators`` motivation has a direct effect on team loyalty(.56, t=4.52) also indirectly effects it through team association(.31, t=3.03). Third, professional sports spectators`` team association has a direct influence on team loyalty(.38, t=3.00).

스킨스쿠버 소비자의 참여형태 및 만족도

박명국(Myoung Kug Park),김기호(Ki Ho Kim) 한국여가레크리에이션학회 2002 한국여가레크리에이션학회지 Vol.22 No.-

The purpose of this study was to identify the differences of the degrees of consumer satisfaction of skin-scuba in connection with socio-demographic variables and types of participation variables. The major finding obtained from this study were following. First, it was discovered that six socio-demographic variables(male, age of 30, technical administrator, having college degree, below 2-3 millions won of earnings, and having a car) got high frequencies in skin-skuba. Second, participants who did below 10-20 participation per year on average level, who have membership, who did for relation of people, and who did with their friend got high frequence in participating types. Third, there were some differences on the degree of consumer satisfaction in skin-scuba among each of socio-demographic variables. The psychological and physical satisfaction showed differences on age, job, earning, having a car. The social satisfaction showed differences on age, job, earning and the educational satisfaction showed differences on age, job, educational level, and having a car. Fourth, there also were differences among each variables of types of participating types, which were psychological satisfaction in frequency, duration, membership, and friends, social satisfaction in frequency, duration, and friends, intellectual satisfaction in frequency, duration, aim, and friends, educational satisfaction in frequency, duration, and friends, and physical satisfaction in frequency and duration.

생활체육 축구 참여자의 참여동기가 참여만족 및 직무만족에 미치는 영향

박명국(Myoung Kug Park),김성국(Sung Kuk Kim),윤영선(Young Sun Yoon) 한국여가레크리에이션학회 2007 한국여가레크리에이션학회지 Vol.31 No.4

As lifetime sports activities have become popular, study on sports club participants has been required. The aims of this study, therefore, was to present some basis on activating sport for all or physical activity at working place by exploring relations among participation motivation, participation satisfaction, and job satisfaction of club participants who is interested in soccer. The target population was the participants of soccer club in Seoul and GyungGi-Do. 350 subjects were selected by stratified cluster random sampling and data of 309 respondent were used this study. First, participation satisfaction of soccer club participant`s was significantly affected by participation motivation. Second, job satisfaction of soccer club participant`s was significantly affected by participation motivation directly and indirectly. Third, job satisfaction of soccer club participant`s was significantly affected by participation satisfaction.

레크리에이션 스쿠버다이빙 리조트의 마케팅믹스 요인이 충성도 및 재구매에 미치는 영향

박명국(Myoung Kug Park),윤영선(Young Sun Yoon) 한국여가레크리에이션학회 2005 한국여가레크리에이션학회지 Vol.29 No.-

상업스포츠센터 소비자의 불평행동 유형 분석

박명국(Myoung Kug Park),유현순(Hyun Soon Yu) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.48

The purpose of this study was to analyze the type of the complaint behavior according to the trait of population statics and sport participation targeting for the customers who have participated in a sport program at commercial sports center. To accomplish this purpose, the questionnaire was carried out targeting for the customers who have participated in a paid sport program in the six sport centers located in Seoul and 308 data were used to the analysis. The data process was carried out with frequency analysis, reliability analysis, exploratory factor analysis and one way ANOVA. The results were as follows. First, as the result of analyzing the difference of the complaint behavior according to the trait of population statics, the private complaint behavior showed significant difference according to age bracket and no significant difference according to sex, academic background and income. Second, as the result of analyzing the difference of the complaint behavior according to the trait of sport participation, there was significant difference in the private complaint behavior according to period to exercise and no significant difference in frequency and exercising time once.

주말체육참여 초등학생의 참여 동기와 운동 몰입, 자기 효능감 및 학교생활만족의 관계

박명국(Myoung Kug Park) 한국사회체육학회 2013 한국사회체육학회지 Vol.0 No.51

The purpose of this study was to test a model in which particip ation motive, sport commitment, self-efficacy, and school life satisfaction were structurally designed for youth participants at weekend sport programs. The samples were 314 elementary schoolers participating in week end sport programs at Seoul and Kyunggido. Collected data was analyzed using SPSS, 18 and AMOS, 7. Specifically, the study employed SEM in order to identify several causal relationships among participation motive, sport commitment, self-efficacy, and school life satisfaction. The study suggested following results: First, youth participants` participation motive had a significa nt direct effect on sport commitment but not on self-efficacy and school life satisfaction. Second, sport commitment had a significant direct effect on self-efficacy and school life satisfaction. And lastly, self-efficacy had a significant direct effect on school life satisfaction.