The Relationship between Fan Satisfaction and Loyalty according to the Service Value of Professional Sports Clubs

• 영문명: The Relationship between Fan Satisfaction and Loyalty according to the Service Value of Professional Sports Clubs
• 발행기관: J-INSTITUTE
• 저자명: Hwansuk Choi Kangwon You
• 간행물 정보: 『Kinesiology』vol.7 no.2, 21~30쪽, 전체 10쪽
• 주제분류: 예술체육 > 체육
• 파일형태: PDF
• 발행일자: 2022.09.30

영문 초록

Purpose: The purpose of this study is to provide basic data that can help in the marketing strategy of profes-sional sports clubs by analyzing the relationship between fan satisfaction and loyalty according to the value of services provided by professional sports clubs. Method: In this study, as of 2022, 290 fans of the four major domestic professional sports(professional base-ball, professional soccer, professional volleyball, and professional basketball) were surveyed. Convenience sam-pling was used as the sampling method. The survey was conducted using the Self-Administration Method. Among the collected questionnaires, 279 questionnaires were used as valid samples, except for data with insincere re-sponses or omissions of some of the contents of the survey. The measurement tool is a questionnaire, and the data processing is the SPSS 23.0 Program, a statistical package program, and frequency analysis, reliability veri-fication, factor analysis, correlation analysis, and multiple regression were used. Results: In this study, as a result of factor analysis and reliability verification, service value, fan satisfaction, and loyalty were each classified as one factor. The reliability of the service value factor was α=.875, the reliability of the fan satisfaction factor was α=.886, and the loyalty factor. The reliability of α=.910 was found. Overall, it was found that the service value of professional sports clubs affects fan satisfaction and loyalty. Conclusion: In this study, service value affects fan satisfaction and loyalty, and professional sports clubs and teams need to provide high-quality services that can increase their liking in order to increase the purchase be-havior intention of spectators or fans. In order to do this, it is necessary to accurately identify the attributes and expectations of service quality that are important to them through a satisfaction survey targeting visitors and fans and satisfy them. In addition, efforts to develop unique service quality in the sports industry will not only resolve the cognitive dissonance of trainees, but also affect the behavioral intentions of repurchase and positive word-of-mouth communication.

목차

1. Introduction

2. Research Methods

3. Result

4. Discussion

5. Conclusion

6. References

7. Appendix

키워드

Professional Sports Service Value Fan Satisfaction Loyalty