골프대회 스폰서쉽 참여효과와 기업이미지 및 고객만족의 관계 = Effect of participation in sponsorship for golf tournament and relations to customer satisfaction

다국어 초록 (Multilingual Abstract)

The purpose of this research was to identify the effect of participation in the sponsorship of golf tournament organized by the corporations through analyses of how such effects derived from the sports sponsorship in relation with gold tournament affect improvement of the corporate image and customer satisfaction.
As the subjects for this survey, viewers of 2006 SK Telecom Open Tournament and Maeil Economic Daily Open Tournament held in May among Korean Golf Tour scheduled in 2006 were selected as the universe, and 205 participants were asked to complete a survey by Stratified Random Cluster Sampling.
Cronbach's Alpha, reliability of questionnaire used in this survey was .536～. 725, so then it showed higher internal consistency. Analytical techniques used in this research work were Frequency Analysis, Reliability Analysis, Correlation and Multi Regression Analysis. Results from these analyses revealed the followings:
First, results from analysis revealed that such sub-variables of participation effect of sponsorship as promoting image and contribution(β=.263) factors to the event(β=.319) had statistically significant influences on state-of-the-art innovation, and showed that explanatory power was 30.6%(R²=.306).
Second, results from analysis indicated that the sub-variables of participation effect of sports sponsorship such as promoting image and contribution(β=.387) factors to the event(β=.393) had statistically significant impacts on customer satisfaction, and exhibited that explanatory power was 27.0%(R²=.373).
Third, results from analysis indicated that the sub-variables of participation effect of sports sponsorship such as promoting image and contribution(β=.305) factors to the event(β=.393) had statistically significant impacts on customer satisfaction, and exhibited that explanatory power was 39.7%(R²=.397).
Forth, results from analysis indicated that the sub-variables of participation effect of sports sponsorship such as promoting image and contribution(β=.164) factors to the event(β=.401) had statistically significant impacts on customer satisfaction, and exhibited that explanatory power was 34.7%(R²=.347).
Fifth, results from analysis indicated that the sub-variables of participation effect of sports sponsorship such as promoting image and contribution(β=.318) factors to the event(β=.291) had statistically significant impacts on customer satisfaction, and exhibited that explanatory power was 27.0%(R²=.270).
Sixth, results from analysis revealed that the sub-variables of the corporate image such as customer orientation(β=.445) and factors relative to luxurious image(β=.239) had statistically significant influences on customer satisfaction, and showed that explanatory power was 46.0%(R²=.460).