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프로스포츠의 조직신뢰, 심판신뢰, 관람만족, 고객시민행동 간의 관계
임남균(Lim, Nam-Kyun),정문용(Jung, Mun-Yong),정태욱(Chung, Tae-Wook) 한국사회체육학회 2017 한국사회체육학회지 Vol.0 No.69
The purpose of this study is to examine the relationships among organizational trust of professional sports, referee trust, spectator satisfaction and customer citizenship behavior. For this, the study suggested a research hypothesis based on prior research. After collecting surveys on the spectators in the stadiums, the results were analyzed by utilizing SPSS 18.0 and AMOS 18.0 for confirmative factor analysis(CFA) and structural equating model analysis(SEM). The results of research are as follows. First of all, organizational trust had a positive effect on referee trust. Secondly, organizational trust positively influenced spectator satisfaction. Thirdly, referee trust had a positive effect on judge satisfaction. Fourthly, organizational trust had a positive effect on customer citizenship behavior. Fifthly, referee trust positively influenced customer citizenship behavior. Lastly, spectator satisfaction showed a positive effect on customer citizenship behavior.
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학교스포츠클럽의 서비스가치가 교사신뢰, 구전의도, 평생체육 연계의도에 미치는 영향
임남균(Lim, Nam-Kyun),정문용(Jung, Mun-Yong),정태욱(Chung, Tae-Wook) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.2
The purpose of this study was to investigate the relationships among service value, teacher trust, word-of-mouth, intention to participate in lifetime physical activity in school sport club. For this, a research hypothesis was suggested based on prior research. The sample of this study was selected from students who participated in school sport club. A total of 377 usable data were used to conduct final data analysis. SPSS 18.0 and AMOS 18.0 were used for descriptive statistics, confirmatory factor analysis, and structural equation model. To summarize the results of research is as the following. First of all, service value had a positive effect on teacher trust. Secondly, service value positively influenced word-of-mouth. Thirdly, service value had a positive effect on intention to participate in lifetime physical activity. Fourthly, teacher trust was positively related to word-of-moth. Lastly, teacher trust did not influenced the intention to participate in physical activity.
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조춘환(Cho Chun-Hwan),임남균(Lim Nam-Kyun),이준호(Lee Jun-Ho) 세계태권도문화학회 2016 세계태권도문화학회지 Vol.- No.13
The purpose of this study is to suggest marketing strategies for vitalizing taekwondo studios. To attain the goal, ethnographic research was done with seven executives of Korea taekwondo Association and parents to figure out their complaints about the studios. To vitalize taekwondo studios, this study will provide discussions and marketing strategies. The subjects had an interview, and after transcribing their interview in general and discussing it, this author has gained following results: According to the general results of this study, first, environment in taekwondo studios is particularly more appropriate for children than other facilities to conduct physical activity. Since taekwondo training is scientific and systematical, children can attain physical development, social adaptability, sociality development, and emotional development. Also, with taekwondo, children can get character education, too, with a spirit of taekwondo. Second, taekwondo training helps elementary students to cultivate taekwondo skills and also have peer relationship at a taekwondo studio; therefore, they become more positive and vigorous and can realize sociality development righteously in colorful environment. In other words, taekwondo training allows them to be equipped with the sound body and soul. Third, taekwondo helps adolescents to have righteous character. It is a martial art aiding them to have just and righteous values. In addition, taekwondo lets them enhance physical self-efficacy and self-esteem with an indomitable spirit and helps them to be confident wherever they go. Fourth, for the middle-aged and late middle-aged, facilities like a shower or individual locker should be equipped as they demand those. Aside from taekwondo, programs like taekwon POPS, core training, or self-defense martial arts programs should be induced for physical beauty care. Lastly, for the aged, taekwondo is an exercise influencing their functional fitness, body composition, and vascular elasticity postiviely.
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폐쇄형 SNS 이용동기, 이용만족, 관계의 질, 고객시민행동 간의 관계
정문용(Jung, Mun-Yong),임남균(Lim, Nam-Kyun),정태욱(Chung, Tae-Wook) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.4
The purpose of this study was to examine the relationships among the closed-type SNS motivation, satisfaction, quality of relationship, and customer citizenship behavior among sports club members. To this end, a survey was conducted involving 300 members of sports clubs, who were selected using a convenience sampling method. Of the collected questionnaires, 285 questionnaires were used. This study utilized PASW 18.0 and AMOS 18.0 for data analysis. The following results have been obtained from the study. First, it turned out that entertainment, personal relationship, and information acquisition under closed-type SNS motivation had a positive effect on the satisfaction with sports club members. Second, it turned out that satisfaction had a positive effect on relationship trust and relationship commitment. Third, relationship trust positively influenced relationship commitment. Lastly, both relationship trust and relationship commitment had a positive effect on customer citizenship behavior.
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