The Structural Relationship among Relationship Marketing, Relationship Quality, and Behavioral Intention toward Children Sports Center

• 영문명: The Structural Relationship among Relationship Marketing, Relationship Quality, and Behavioral Intention toward Children Sports Center
• 발행기관: 한국스포츠과학회
• 저자명: Gyeong Yeol PARK Jaehyun HA
• 간행물 정보: 『The Journal of Sport and Applied Science』Vol.7 No.2, 29~38쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: The purpose of this study is to examine the structural relationship among relationship marketing, relationship quality, and behavioral intention toward children sports centers. Research design, data, and methodology: To achieve this purpose, this study employed a convenience sampling method via a questionnaire dissemination. A total of 427 responses were collected from the parents of six children sports centers. Among those, 21 responses were excluded as they were not completed, leaving 406 valid data. For hypotheses test, the collected data was computed in SPSS 27.0 and AMOS 27.0, and analyzed with frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling analysis. Results: First, relationship marketing had a positive influence on relationship quality. Second, relationship marketing had a positive influence on behavioral intention. Third, relationship quality had a positive influence on behavioral intention. Conclusions: Results showed that relationship marketing had a positive influence on relationship quality and behavioral intention. Moreover, relationship quality had a positive influence on behavioral intention. These findings indicate a positive function of relationship marketing in building psychological and behavioral outcomes in the context of children sport industry. Given this, implications of relationships among research variables were discussed.

목차

1. Introduction

2. Research Method

3. Results

4. Discussion and Conclusion

References

키워드

Children Sports Center Relationship Marketing Relationship Quality Behavioral Intention