스포츠센터 회원의 만족도 분석을 통한 마케팅 전략 = Marketing strategy by means of an analysis on the satisfaction of members of sports center
저자
김달영 (Department of Phygical education Graduate School of Education, Kongju National University) ; 신정규 (Department of Phygical education ,Kongju National University)
발행기관
公州大學校 스포츠科學硏究所(The Research Institute of Sports Science Kong-Ju National University)
학술지명
권호사항
발행연도
2005
작성언어
Korean
KDC
692.05
자료형태
학술저널
수록면
67-98(32쪽)
제공처
The following conclusions were obtained from the investigation and analysis of the degree of satisfaction attained by the members of sporting facilities, more specifically, on the subject of 350 members of both sexes who are presently registered to a number of sporting facilities around the metropolitan DaeJeon area (particularly with "T"sports center Squash Clubs).
First, the investigation on the degree of satisfaction attained by the members with respect to the gender difference shows that a higher level of satisfaction was attained by the male members on the account of the quality of service and comprehensive service factors including the main facility, peripheral facility, sporting programs staffing, instructor. Hence, a successful marketing strategy could be formulated for the female members if the main facility is equipped with more modern equipment and new exercise machines and the peripheral facilities are made more convenient. Moreover, a more variety of the sporting programs should be available and a strong emphasis should made on improving the kindness and the quality of the instructions provided by the staff and instructors.
Second, the investigation on the degree of satisfaction with respect to the age difference shows that the age difference is not directly related to the quality of service and comprehensive service factors including the main facility peripheral facility, sporting program, staffing, and instructor. Nonetheless, it show that a successful marketing strategy could be formulated if a strong emphasis is made on the main facility and instructor factor for the members in 20s, the peripheral facility, sporting program and staffing factors for the members in 30s and the peripheral facility factor for the members in 40s.
Third, the investigation on the degree of satisfaction with respect to the education level also shows that the difference in the education level also does not influence the satisfaction level in the quality of service and comprehensive service factors including the main facility, peripheral facility, sporting program, staffing and instructor. Nonetheless, it shows that a successful marketing strategy could be formulated if a strong emphasis is made on the main facility for the members educated to the below high school level, the improving the kindness and the quality of the instructions for the members educated to the below university level and the sporting program and staffing factors for the members educated to the above university level.
Fourth, the investigation on the degree of satisfaction with respect to the income difference also shows that the income difference also does not influence the satisfaction level in the quality of service and comprehensive service factors including the main facility, peripheral facility, sporting program, staffing, and instructor. However, a successful marketing strategy could also be formulated if a strong emphasis is made on the main facility and instructor factors for the members with an income level 1.5 million won per month, the sporting program factor for the members with an income level between 1.5 and 3 million won per month, and the peripheral facility factor and the improving the kindness and the quality of the instructions for the members with an income level above 3 million won per month Fifth, the investigation on the degree of satisfaction with respect to the difference in professions also shows that the difference in professions does not influence the satisfaction level in the quality of service and comprehensive service factors including the main facility peripheral facility, sporting program, staffing, and instructor. However, the instructors are highly appraised by the members who are either students, or in the technical and service professions and on the contrary the same instructors are poorly appraised by the members who are housewives. Hence, the investigation shows that a successful marketing strategy could also be formulated if a strong emphasis is made on the main facility factor for the members who are either students or in the technical professions, the peripheral facility factor for the members who are in the service professions, the sporting program and staffing factors for the members who are office workers, and the instructor factor for the members who are students.
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