Purpose The purpose of this study was to verify the importance and satisfaction of service quality of visitors to screen baseball using the Importance-Performance Analysis. Methods Selected visitors who participated in screen baseball using convenience sampling of non-probability sample method from January 26 to May 27, 2017, and conducted a questionnaire survey to a total of 213 data were used in this study except 17 data which were untrustworthy responses or non-responses. SPSS 21.0 statistical program were used to exploratory factor analysis, reliability analysis, frequency analysis and IPA. Results The results were as follows. first of all,Ⅰquadrant derives 7 items including modernized facilities and equipments. Next, Ⅱ quadrant, there are 5 credibility of the program and continuous service provision. Also, in the quadrant Ⅲ, the service promised to the customer and the interest and effort of the staff in case of trouble were confirmed.. In the quadrant IV, four items were analyzed such as the interest in the members and the matching of the members' use time. In the analysis of Slack's(1994) diagonal model, twelve kinds of improvements such as costumes, appearance, internal facilities and services promised to customers were derived. In addition, there are 5 appropriately provided properties such as modern facilities and equipment, and facilities suitable for enjoying baseball. Finally, in the attributes that are provided in excess, four attributes are indicated, attention to members and matching of members' use time. Conclusion Based on the results of this study, it is meaningful to be a marketing and management practice data for operating the screen baseball.
Purpose The purpose of this study was to find out what young amateur golfers consider the most when purchasing golf apparel and to find out the Importance-Performance attributes when choosing golf apparel. Methods Amateur golfers in their 20s through 40s who have purchased golf clothing directly were selected as the subject. A total of 350 questionnaires were distributed using the purposive sampling method, and 331 copies as a final validity sample. For data analysis exploratory factor analysis Cronbach’α, frequency analysis, and Importance-Performance analysis by using SPSS 21.0. Results First, except for ‘fancy design’, ‘water-proof function’, ‘elasticity comfort’, ‘brand name’ there were significant differences between importance and satisfaction of selection attribute. Second, ‘harmonic colors’, ‘has its own characteristics’, ‘expressing beauty’, ‘elasticity comfort’ were analyzed to be situated in quadrant Ⅰ. Third, ‘fancy design’, ‘water-proof function’, ‘temperature maintenance function’, ‘elasticity and durability’, ‘brand name’, ‘high-priced yet popular brand’, ‘popular brand’ were analyzed to be situated in quadrant Ⅱ. Fourth, ‘comfortable to wear’, ‘convenient for physical activity’ were analyzed to be situated in quadrant Ⅲ. Fifth, ‘can be also worn for outdoor wear’, ‘wear for gathering’, ‘wear as daily attire’ were analyzed to be situated in quadrant Ⅳ. Conclusions The results will be the basis for effective target marketing on young amateur golfers who are rapidly emerging and will be able to grasp the characteristics of golf apparel that they really want.
The purpose of this study was to evaluate sports commentators’ public confidence by the difference between media recipients’ expected level on the public confidence and their perceived outcomes, and to investigate how such characteristics are perceived by media recipients. The questionnaires were given out to people in Seoul and Gyeonggi province, who have experience of having watched the 2014 FIFA World Cup Brazil. The samples were collected by snowball sampling method and a total of 218 questionnaires were chosen as final validity sample. For data analysis, frequency analysis, exploratory factor analysis, paired t-test, importance-performance analysis (IPA), PROXSCAL analysis, and a multiple regression analysis were done by using PASW 21.0. The derived results are as follows: First, according to results from IPA analysis, the Quadrant I is a status-quo area, which is inclusive of the professionalism of KBS and SBS commentators. The Quadrant Ⅱ is a concentrated effort-oriented area, which includes dynamics of KBS and SBS commentators, and professionalism and dynamics of MBS commentators. The Quadrant Ⅲ is an inferiority ranking area, which contains popularity of KBS and SBS commentators, and reliability of MBC commentators. The Quadrant Ⅳ is a rejection of overexertion area, which incorporates reliability of KBS and SBS commentators and popularity of MBC commentators. Second, according to results from MDS analysis in terms of the characteristics of public confidence, an order of KBS>SBS>MBC appeared in the fields of professionalism, reliability and dynamics, and an order of KBS>MBC>SBS appeared in popularity.
The purpose of this study was to identify problems that consumer and golf expert faced with and determine types of similar golf membership in Korea through analysing status of golf semi-membership. In addition, as the law related to golf facility was examined, current issues to improve management system of golf semi-membership were diagnosed, some improvements were deducted. In order to achieve the purpose of this research, case-study, expert interview, survey, examination of typical legal-system and expert advisory meeting were conducted. The results were as follows: First, the type of golf semi-membership was classified by 7. Second, the result of survey from consumer who experienced in purchasing golf semi-membership revealed that the number of experienced respondents was more than the unexperienced. Also, awareness of golf semi-membership brings positive effect to development of golf industry. According to the result of IPA, it was required that the current situation of golf semi-membership market would be improved and managed properly. Third, the results from investigating legal system in Korea showed that provision for reducing property loss associated with illegal contracts might be needed. Eventually, in order to minimize the property loss, complementary of membership contract, mandatory of information discloser, enacting provisions against violation and introduction of cooling-off system would be required.
