스포츠센터의 고객확보를 위한 텔레마케팅 활용실태 = The efficient usage plan of tele-marketing for securing customers of sports centers

다국어 초록 (Multilingual Abstract)

The object of this study was to accumulate the theoretical and empirical basic data oo tele-marketing which was one of the positive marketing strategies of managing and attracting customers for strengthening the competitiveness of sports centers.
The items for the questionnaire of the tele-marketing patterns were selected as follows.

1. The frequency of induction reasons of tele-marketing.
2. The frequency of the departments of concern in the center.
3. The frequency of the subjects and the management patterns of business.
4. The frequency of managers and recognition of the necessity.
5. The frequency of securing customers and influence.
6. The satisfaction level of management.
7. The frequency of time to put tele-marketing into practice and use of equipment.

40 sports centers in Seoul were selected as a population and the sample was selected using simple random sampling method. Among the centers putting tele-marketing into practice, 78 managers answered the questionnarire and 50 data were selected and computerized by using spsswin, Ver 7.0 and applying FREQUENCY.

The results were found:
1. In the induction reason of tele-marketing, management of members was highest(34%).
2. The frequency of concern was highest in the marketing and business department (30%).
3. The frequency of all subjects (46%) was highest and the frequency of inquiry & consultation among the business management patterns was highest (70%).
4. 2% of the tele-marketing managers were the professional marketers and the necessity was rated as 'usual' (40%).
5. In the respect of securing members, the frequency of 'many' was highest (52%) and the influence was rated as 'a lot' (50%).
6. The management was found to be satisfactory (42%).
7. The frequency of time for tele-marketing was highest at 11 a. m.to 1p.m (24%). The frequency of using computer among the equipments was highest (43%).

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 연구결과
• Ⅳ.논의 및 결론
• ※. 참고문헌