스포츠레저산업 전시회 참관객 유형에 따른 서비스품질과 참관객 만족의 관계

김종(Chong Kim),김륭희(Ryung Hee Kim) 한국여성체육학회 2010 한국여성체육학회지 Vol.24 No.2

The purpose of this study was to contribute to the successful management of a sports-leisure industry exhibition by analyzing the relationship between service quality and attendees`s satisfaction based on attendees`s classification. A convenient sample of 525 respondents was selected. The statistical analysis employed in this study includes the frequency analysis, factor analysis, pearson`s correlation analysis and multiple regression by using SPSS WIN 12.0. The results of this study were as follows: First, three factors of service quality had positive effects on a attendees`s satisfaction. Second, tangibles and stability had positive effects on attendees`s satisfaction based on the classification the participating motivation. Third, tangibles, assurance and stability had significant positive effects on attendees`s satisfaction based on classification the participating experience. Whereas tangibles and assurance had positive effects on attendees`s satisfaction based on classification of nonparticipating experience. Fourth, assurance and stability had positive effects on attendees`s satisfaction based on the classification of high participating frequency. Whereas tangibles and stability had positive effects on attendees`s satisfaction based on the classification of low participating frequency.

스포츠레저산업 전시회의 서비스품질 개선에 관한 연구

김종 ( Jong Kim ),김륭희 ( Ryung Hee Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2009 체육과학연구 Vol.20 No.2

본 연구는 스포츠레저산업 전시회에 참가한 기업의 서비스가치, 서비스품질 만족, 재 참가의도에 영향을 미치는 서비스품질 속성을 밝히고, 이 세 변수가 추천의도에 미치는 영향을 분석함으로써 참가기업의 서비스품질 만족을 극대화하여 재 참가의도와 추천의도를 높일 수 있도록 서비스품질 개선 방향의 근거를 제시하는데 그 목적을 두었다. 이에 본 연구는 국내에서 개최된 스포츠레저산업전인 `SPOEX 2007`에 참가한 국내 기업 120개사를 대상으로 각 기업의 담당자를 모집단으로 편의표본추출방법으로 표본을 추출하여 선행연구와 전문가 의견을 통해 제작된 설문지를 이용해 조사하였다. 회수된 120부의 설문지 중 불성실한 응답자료 16부를 제외한 104부를 실제 분석에 사용하였으며, SPSS WIN 12.0 프로그램을 이용하여 빈도분석과 요인분석, 상관관계 분석, 그리고 다중회귀 분석을 실시하였다. 그 결과는 다음과 같다. 첫째, 스포츠레저산업 전시회의 서비스품질 속성으로는 안정성, 신뢰성, 반응성, 유형성, 확신성으로 밝혀졌다. 둘째, 서비스가치에는 안정성, 신뢰성, 반응성, 유형성, 확신성의 서비스품질 속성 중 어느 것도 영향력을 미치지 않는 것으로 나타났으며, 셋째, 서비스품질 만족에는 안정성과 신뢰성이 영향을 미치는 것으로 나타났으며, 넷째, 재 참가의도에는 안정성만이 영향을 미치는 것으로 나타났다. 다섯째, 서비스가치, 서비스품질 만족, 재 참가의도, 추천의도 간의 관계를 분석한 결과 서비스가치는 서비스품질 만족과 재 참가의도를 매개로 추천의도에 영향을 미치며, 서비스품질 만족은 재 참가의도를 매개로 영향을 미치기도 하며 직접적으로도 추천의도에 영향을 미치는 것으로 나타났다. This study investigates the attributes of service quality that influence participants` satisfaction with service quality and their re-participating intention at a sports-leisure industry exhibition. This study offers various suggestion for improving re-participating intention and recommendation intention through enhancing participants` satisfaction with service quality. More specifically, we analyze the effects on recommendation of three variables: service value, participants` satisfaction with service quality, and re-participating intention. The subjects of this study were selected by convenience sampling method after persons in charge of exhibition of enterprise participated in SPOEX 2007 seoul international sports & leisure industry exhibition. This survey was conducted with questionnaire that has examined by expert. A convenient sample of 104 respondents was selected at this exhibition excepting unfaithfulness 16 respondent date. The method of statics for this materials` analysis was participated to be in Frequence Analysis, Factor Analysis, Pearson`s Correlation Analysis and Multiple Regression by using SPSS WIN 12.0. The results of this study are as follows: First, the attributes of service quality of sports-leisure industry exhibition was to be found stability, reliability, responsiveness, tangibles, assurance. Second, no attributes of service quality of sports-leisure industry exhibition were found to have positive effects on service value. Third, stability and reliability had the greatest effect on participants` satisfaction with service quality. Fourth, reliability had the greatest effects on the re-participating intention. Fifth, service value was found to have positive effects on recommendation thorough the medium of participants` satisfaction with service quality and re-participating intention. Participants` satisfaction with service quality was found to have positive effects on their recommendation intention directly and through the medium of re-participating intention.

스포츠박람회의 서비스품질과 참관객 만족, 신뢰 및 행동의도의 관계

한지혜(Han Jee-Hye),김륭희(Kim Ryung-Hee),이성민(Lee Seong-Min) 한국체육과학회 2010 한국체육과학회지 Vol.19 No.2

The purpose of this study was to analyze influence that service quality factor of Seoul international sports & leisure industrial exhibition had on satisfaction, trust and behavioral intention of participants. Survey was conducted to perform empirical analysis. A convenient sample of 389 respondents was selected at this exhibition excepting unfaithfulness 91 respondents data. It was tested each hypothesis by using SPSS 15.0. The results were as follows; First, as service quality factor of Seoul international sports & leisure industrial exhibition, there were guarantee, reliability, empathy, responsiveness, tangibles. Second, from service quality factors of sports & leisure industrial exhibition responsiveness, tangibles, guarantee, empathy were found to have positive effects on participants' satisfaction. Third, from service quality factors of sports-leisure industry exhibition responsiveness, reliability, guarantee, empathy were found to have positive effects on participants' trust. Fourth, satisfaction and trust were found to have positive effects on participants' behavioral intention.

브랜드 시각 아이덴티티를 이용한 프로스포츠구단의 브랜드 전략에 관한 연구

김숙자,김륭희,나윤수 한국스포츠리서치 2004 한국 스포츠 리서치 Vol.15 No.2

Today, with the 21 century just around the conner, people and companies all over the world are concerned about how to make and manage a intangible asset named "brand". A brand is not a name of a product any more, but one of the most important elements of the field of image management and its successful strategy, which companies would use to obtain the competitive ascendancy. Especially, brand "Visual Identity" has an unification of different brands from one company( sports team) or differentiation of the brands for establishing its brand image. When a product design meets expectation of customers and the visual element of its unified image makes the product different showing special qualities of the product. A tendency of consumption of the professional sports is to bring its image(services) forward rather than it functional aspects, we need to have a new understanding of the symbol, emblem, character and color of a professional sports team. The professional sports team can win over customer(fan) unless they have to distinguish from other teams by their's own emblem, character and color. Also they make the best use of these visual factors, they strengthen the customer's(fan's) unity. In conclusion, professional sports teams are trying to communicate to their fans' the needs of the times with a consistent policy about brand visual identity. Thus each professional team must make strategy about the brand image, investigate, analyze and apply various customer needs(experiences) to business when developing brand.

프로스포츠 관중의 관여도 수준간의 경기관람 결정요인의 차이 분석

김륭희,신재영 한국스포츠산업경영학회 2001 한국스포츠산업경영학회지 Vol.6 No.2

프로스포츠에 있어서 유료관중의 동원이야말로 성공과 실패를 결정하는 가장 근본이 되는 일차적 변수이다 따라서 프로스포츠가 부가가치를 창출하는 상품으로서 그 가치를 높이기 위해서는 관중에 대한 구체적인 정보수집과 분석이 무엇보다도 중요하다. 관중이 다양한 욕구와 관심을 보다 정확히 예측하고 충족시키기 위해서는 시장을 세분화할 필요가 있다. 이에 본 연구는 국내 프로야구와 프로축구를 중심으로, 경기를 관람하러 경기장을 찾은 관중들의 관여도 수준에 따라 경기관람 결정요인에 차이가 있는지를 분석하고자 하였다. 프로축구 전국 10개 구장, 10 경기와 프로야구의 전국 7개 구장, 8 경기의 관중을 대상으로 총 2140명의 표본을 추출하였다. 표본의 추출은 유층집락 무선표집법을 사용하였으며, 최종표집된 유효 표본수는 총 1920명(89.7%)으로 이를 일원변량분석에 활용하였다. 경기관람에 영향을 미치는 요인은 Delwillber+Associate(DWA)에서 개발되고 Kim(1993)에 의해 국내 프로스포츠 경기 실정에 맞게 적용된 설문문항을 이용하여 5점 척도로 평가하도록 하였다. 각 문항에 대하여 관여도 수준간의 차이를 분석한 결과, 프로스포츠 관중의 관여도 수준 즉, 저관여, 중관여, 고관여 간에는 경기관람 결정 요인에 대한 차이가 있는 것으로 나타났다. 저관여 관중의 경우 '입장권 구입편의성', '팬 서비스', '날씨', '친구 및 친지와 관전'의 경기 외적요인에 있어 고관여 관중지각 정도가 높았으며, 중관여 관중의 경우에도 '입장권 구입편의성'에 있어 고관여 관중보다 경기관람 결정시 높은 정도로 나타났다. 반면에 고관여 관중은 '홈팀의 특정선수', '여가선용', '경기자체 재미', '특정기록 달성'과 같은 경기 내적 요인이 저관여, 중관여 관중보다 더욱 높은 정도로 지각되는 것으로 나타났다. This study was carried to evaluate the factors that influence on the viewing match depends on the degree of attendance. The 2140 subject were randomly sampled were from professional baseball and soccer games. This study used a questionnaire that included demographic questions, average monthly attending. and 15 factors that influence the decision to watch games. The respondents rated each of the influence items(15 factors) using five point Likert scale (i.e, 5 = strongly agree and 1 = strongly disagree). The result of this study indicate following conclusion : Different factors that influence the watching of professional sports games according to the level of spectators' involvement, which are lower-frequency attendance. moder ate-frequency attendance, and higher-frequency attendance. In the case of the lower-frequency attendance, the spectators are statistically and significantly influenced by external factors such as the convenience of purchasing admission tickets, fan service, the weather, and watching with friends or relatives. On the other hand, the higher-frequency attendance are more influenced by internal factors such as a specific player of home team, the use of leisure time, the fun of the game itself, an achievement of a specific record and so on.

관중의 관여도 수준에 따른 경기장 시설 및 서비스 만족에 관한 연구

김숙자,김륭희,나윤수 한국스포츠리서치 2004 한국 스포츠 리서치 Vol.15 No.2

The purpose of this study was to assess the satisfaction of stadium physical environments among groups of spectators' involvement level. Stadium physical environmental factors evaluated in this study were ticketing system, parking area, restroom, signage, customer service, accessibility, convenience of using accommodation and comfort seating & layout accessibility. Spectators were divided into three involvement groups(Low-level, Medium-level, High-level) based on their level of frequency of spectators' visiting. Rresults showed that spectator who had different level of involvement satisfied the stadium physical environments differently. That is, spectator who has High- involvement level satisfied the stadium physical environments more positively compare to spectator who has low- and medium involvement level.Ⅰ

프로스포츠 관중의 관여도 수준에 따른 경기관람 정보탐색 및 구매형태의 차이 분석

김륭희 이화여자대학교 체육대학 보건체육연구소 2001 이화체육논집 Vol.5 No.-

The purpose of this study was to analyze on the direct consumber behavior(informat on searching, purchasing behavior) of professional sports by involvement level. The subject who were randomly sampled were 2140 the direct consumer professinal soccer and baseball. The frequency analysis, chi-square, were applied to analysis of trait on direct consumer with Spss for win 10.0 progroam according to the purpose of data analysis. The result are as follows : 1) There were significant differences in gender, age, job, level of salary by the involvement level of direct consumers in professional sports. 2) There were significant differences in mean on recognition of game schedul and fan services(or event) by the involvment level of direct consumers in professinal sports. There was significant difference in ticket purchasing method by the involvement level of direct consumers in professinal sports.

강원지역 태권도 대중화를 위한 태권도 민간시설 운영 실태에 관한 연구

나윤수,김희철,김륭희 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.20 No.1

The question survey on the realities of the T'aekwondo facilities under private management result in a quarter tendency respond to better the male teacher than schoolmistress. After all, for popularization, the policy make an incentive offer to the male teacher better than schoolmistress consider, therefore ratio of female and male teacher is equal. The survey about type of facilities occupies an entire private management and the T'aekwondo facilities rely on private management because corporate, public and office facilities are not nearly. So, urgent questionsan make use of auxiliary organ of a university and public, office facilities. An aspect of facilities and equipment, significance test for the location depend on province and district result in somewhat discrepancy. That is, duty time of teacher depend on province better than district is somewhat much. T'aekwondo facilities and conditions for the location depend on province and district is somewhat discrepancy, but income of a month is no discrepancy. The period of duty better than other conditions an effect influence on income of a month. The most T'aekwondo teacher work on average 9 hours a day(about 46 %) and average duty period is between 2 and 3 year, if average duty period more than 4 years, tendency to workshop change or convert other types of business. therefore event is made from setting up concept of his whole workshop. The net payment, income of a month, most of teacher is between \1,000,000 and \1,200,000 , high frequency and the low income bracket better than other the kind of occupation. So, the system about payment based on ability and result, a bonus become established