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.
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.
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.
Purpose The purpose of this research is to empirically analyze the relationship between a indoor swimming pool on service quality and involvement, place attachment, place attitude & relationship continuity intention through structural equation model analysis. Methods For this purpose, this study set 241 members at the five private indoor swimming pools located in Seoul as the research subjects. In an effort to verify the proposed structural model, this study used IBM SPSS WIN Ver. 21.0 and AMOS 18.0. Results As a result, First, the results showed that service quality had a positive effect on place identity. Second, it was found that service quality had a positive effect on place dependence. Third, the results showed that involvement didn't have a positive effect on place identity. Fourth, involvement didn’t have a positive effect on place dependence. Fifth, the results showed that place identity had a positive effect on place attitude. Sixth, the results showed that place dependence had a positive effect on place attitude. Seventh, place attitude was found to had a positive effect on relationship continuity intention.
Purpose The purpose of this study is to empirically inquire into the relationship between a indoor swimming pools employee’s group cohesiveness, swimming pool identification & communication and job satisfaction, customer orientation, long-term orientation, and positive word of mouth through structural equation model analysis. Methods For this purpose, For this purpose, the survey targeted 221 workers working at 10 swimming pools in Seoul 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, group cohesiveness, swimming pool identification & communication has positive influence on the job satisfaction. Second, job satisfaction has positive influence on the customer orientation. Third, job satisfaction has positive influence on the positive long-term orientation. Fourth, customer orientation has positive influence on the positive word of mouth. Fifth, long-term orientation has positive influence on the positive word of mouth.
The objective of the current study is to empirically reveal the impact of self-recognized group cohesiveness and interpersonal susceptibility (normative interpersonal susceptibility and informative interpersonal susceptibility) on mountain bikers’ attitude toward name brand and purchase intents using structural equation model. In order to achieve this goal, the researchers surveyed 217 mountain bikers in six mountain bikers’ clubs in Chungcheong-do province area in South Korea. In order to validate the proposed structural model, SPSSWIN version 21.0 and AMOS 18.0 were utilized. The results showed that first, group cohesiveness had a positive influence on the bikers’ normative and informative interpersonal susceptibility. Second, normative and informative interpersonal susceptibility positively influenced attitude toward name brand. Third, normative interpersonal susceptibility did not positively influence the purchase intent, but informative interpersonal susceptibility did. Fourth, attitude toward name brand positively influenced the purchase intent.
