[Purpose] The purpose of this research is to empirically analyze the relationship between self-determination and relationship commitment, customer orientation, service quality, and relation continuity intention of fitness center customers through structural equation model analysis. [Methods] For this purpose, this study set 242 members at the five fitness centers located in Seoul as the research subjects. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. [Results] As a result, first, autonomy had a positive effect on relationship commitment. Second, competence didn’t had a positive effect on relationship commitment. Third, relatedness had a positive effect on relationship commitment. Fourth, relationship commitment had a positive effect on customer orientation. Fifth, relationship commitment had a positive effect on service quality. Sixth, customer orientation had a positive effect on relation continuity intention. Seventh, service quality had a positive effect on relation continuity intention
Purpose The purpose of this study was to examine the relationships among sponsorship attributes, sponsorship benefits, recognition of sponsorship value, sponsorship attitude, and sponsorship certainty through structural equation model. Methods Respondents were university students living in Seoul, Kyoungki-do, and choongchung-do. The present study was designed to identify the effect of title sport sponsorship by utilizing NH V-LEAGUE title sponsorship. By using convenience sampling method, total 400 questionnaires were distributed and gathered from samples, and among them 369 valid samples were used for further analyses. The data were recorded and analyzed using the IBM SPSSWIN Ver. 21.0 and AMOS 18.0. 18.0. Results First, sponsorship attributes had a positive influence on sponsorship benefits. Second, sponsorship benefits had a positive influence on sponsorship value recognition. Third, sponsorship attributes had no positive influence on sponsorship attitude. Fourth, sponsorship benefits had a positive influence on sponsorship attitude. Fifth, sponsorship value recognition had a positive influence on sponsorship attitude. Sixth, sponsorship attitude had a positive influence on sponsorship attitude certainty. Seventh, sponsorship certainty had a positive influence on sponsorship effects (image improvement, favorability, purchase intention).
Purpose The purpose of this study is to empirically inquire into the relationship between a commercial sports center employee's humor orientation & customer orientation and employees' trust, service quality, sports center relationship quality and relationship retention through structural equation model analysis. Methods For this purpose, the survey targeted 224 adult men and women who have used any one of the three commercial sports centers in Chungcheong for over three months. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. Results First, humor orientation was found to have a positive influence on employees' trust. Second, customer orientation was found to have a positive influence on employees' trust. Third, employees' trust was found to have a positive influence on service quality. Fourth, employees' trust was found not to have a positive influence on sports center relationship quality. Fifth, employees' trust was also found not to have a positive influence on relationship retention. Sixth, service quality was found to have a positive influence on sports center relationship quality. Seventh, service quality was also found not to have a positive influence on relationship retention.
Purpose This research was to empirically analyze the relationship between a commercial sports center customer-perceived employees' emotion labor (deep acting, surface acting) and sports center emotion, service quality & relationship retention through structural equation model analysis. Methods For this purpose, this study set 270 members at the two commercial sports centers(facilities equipped with more than 3 events) located in Suwon as the research subjects. In an effort to verify the proposed structural model, this study used SPSSWIN Ver. 21.0 and AMOS 18.0. Results first, this study found that deep acting had a positive effect on positive emotion. Second, it was found that surface acting had a positive effect on negative emotion. Third, deep acting was found to have a positive effect on service quality. Fourth, surface acting was found to have a negative effect on service quality. Fifth, the results showed that positive emotion didn't have a positive effect on relationship retention. Sixth, negative emotion was found to have a negative effect on relationship retention. Seventh, service quality was found to have a positive effect on relationship retention. Conclusion This findings indicate that the management of emotional labor is critical from the aspects of personnel management in sport centers.
Purpose This study was to examine the relationships among title sponsor's social inference(majority exposure, reliability, topicality, & social response), sponsor attitude formation(sponsor attitude, event sponsorship attitude, & communication attitude), and sponsorship effect (sponsor identification, attitudinal loyalty, and behavioral loyalty) in the professional volleyball contexts. Methods A survey was conducted by using college students (n=370) majoring in sport and physical education at four universities located in Chungcheong Province. The data were recorded and analyzed using the SPSSWIN Ver. 21.0 and AMOS 18.0 to analyze the structural equation model. Results First, the increased majority exposure had a significantly negative effect on sponsor attitude. Second, reliability was found to impact significantly on sponsor attitude. Third, topicality was found to impact positively and significantly on sponsor attitude. Fourth, social response did not show significant impact on sponsor attitude. Firth, sponsor attitude was found to significantly influence on event sponsorship attitude. Sixth, sponsor attitude had positive impact on communication attitude. Seventh, event sponsorship attitude was found to impact positively and significantly on sponsor identification. Eighth, communication attitude was found to impact positively and significantly on sponsor identification. Ninth, sponsor identification was found to impact positively and significantly on attitudinal loyalty. Tenth, sponsor identification was found to impact positively and significantly on behavioral loyalty. Finally, attitudinal loyalty was found to impact significantly and positively on behavioral loyalty.
The purpose of this study was to develop a model of relationship intensification, identification formation, and loyalty achieved through mutual effect within participants of sports sponsorship. Through this, the study aims to provide guidance to businesses for establishing and developing sports sponsorships. In order to achieve the objective, two identification paths were used to understand the process of deepening consumer-sponsor relationship in professional volleyball title sponsorships. The target of this study is 'NH Nonghyup' a valleyball title sponsor in 2014-2015. A survey was conducted on 264 home crowd members of Korea Air, Samsung fire, Kepco, Woori card, OK saving bank and Hyundai capital based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The results were as follows: Frist, the study showed that the connection between consumer-sponsor mutual effect positively influence "we-ness." "We-ness" in turn positively affected sponsor identification, and sponsor identification in turn positively affected attitudinal loyalty. Second, the personalization and enjoyment in consumer-event mutual effect positively affected event trust, and event trust in turn positively affected event identification, and event identification in turn positively affected behavioral loyalty. Third, attitudinal loyalty positively impacted behavioral loyalty.
The aim of this study is to empirically verify the relationships between innovativeness perception of and involvement in sports products, and hedonic value, product attitude and purchase intention through the structural equation model. For this purpose, this study conducted a questionnaire survey of 291 college students in Chungcheong region. Sampling method was Quota Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. As a result, first, it was found that innovativeness perception had a positive influence on hedonic value; second, innovativeness perception had a positive influence on product attitude; third, product involvement had a positive influence hedonic value; fourth, product involvement had a positive influence on product attitude; fifth, hedonic value had a positive influence on purchase intention; sixth, product attitude had a positive influence on purchase intention. Such results imply that it's not desirable to overlook the level of innovativeness perception & involvement from a corporate perspective when an enterprise develops and launches new sports products.
This study is aimed at identifying the relationship among brand evaluation, brand identification, brand relationship, and brand loyalty towards professional baseball title sponsors in an empirical manner. The target of this study is 'Korea Yakult,' a baseball title sponsor in 2014. A survey was conducted on 377 home crowd members of Nexen, Doosan, LG and SK based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The findings are as follows. First, the brand reputation had a significant impact on brand identification. Second, the brand satisfaction had no significant impact on brand identification. Third, the brand attitude had a significant impact on brand identification. Fourth, the brand identification had a significant impact on brand suitability. Fifth, the brand identification had a significant impact on brand attachment. Sixth, the brand identification had a significant impact on brand knowledge. Seventh, the brand suitability had a significant impact on brand loyalty. Eighth, the brand attachment had a significant impact on brand loyalty. Ninth, the brand knowledge had a significant impact on brand loyalty.
KThis study aims to positively analyze relationship between internal communication, involvement, organizational identification, customer orientation, and relation continuity intention of workers at commercial sports center. For this end, we have conducted survey for 195 workers working at 10 commercial sports centers in the metropolitan area. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. As a result, internal communication has positive influence on the organizational identification at first. Second, involvement has positive influence on the organizational identification as well. Third, organizational identification has positive influence on the customer orientation. Fourth, customer orientation has positive influence on the relation continuity intention. Fifth, internal communication has no positive influence on the relation continuity intention. Sixth, involvement has no positive influence on the relation continuity intention.
This study was aimed at empirically analyzing the impact of conspicuous consumption of MTB club members and influence of the reference group on club identification, MTB attitude, and relation continuity intention through structural equation modeling. To accomplish the objective, 250 adult men and women who were involved in MTB clubs in Seoul, Gyeonggi, and Chungcheong areas were surveyed. As for sampling method, self-administered questionnaires were sent out through the mail, which were collected through visits. To verify the proposed structural model, SPSS WIN Ver. 21.0 and AMOS 18.0 were used. It led to the following results. First, conspicuous consumption didn't have a positive impact on club identification. Second, conspicuous consumption had a negative impact on MTB attitude. Third, the influence of reference group had a positive impact on club identification. Fourth, the influence of reference group had a positive impact on MTB attitude. Fifth, club identification had a positive impact on relation continuity intention. Sixth, MTB attitude had a positive impact on relation continuity intention.
