The Korean Journal of Physical Education (한국체육학회지)

Korean Alliance for Health: Physical Education: Recreation:and Dance (한국체육학회)
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The Effect of Sport Center Relationship Marketing Implement Factors on the Customer Trust and Customer Conunitment

스포츠센터 관계마케팅 실행요인이 고객신뢰 및 고객몰입에 미치는 영향

Oh, Hyun-Hwan;Roh, Dong-Yun
오현환;노동연

  • Published : 2005.03.30
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Abstract

This study is designed to shed a light on the effect of sport center relationship marketing implement factors on the customer trust and customer commitment. 300 sport center customers were chosen from sport centers located in Seoul. Among 300 questionnaires distributed and collected, 24 were excluded from the study because they were not either thoughtfully or completely answered. As a result, only 276 questionnaires were adopted and analyzed. The reliability from .6641 to .8334 was secured through Cronbach's Alpha analysis. This paper utilizes the statistical data analysis methods including correlation analysis and regression analysis. The results were as follows.: First, sincerity showed a significant difference about relationship marketing implement factors, and relationship marketing implement factors had 42.8%($R^2$=.428) of influence about sincerity. Second, reliance showed a significant difference about relationship marketing implement factors, and relationship marketing implement factors had 56.3%($R^2$=.563) of influence about reliance. Third, relationship continuance desire showed a significant difference about relationship marketing implement factors, and relationship marketing implement factors had 32.2%($R^2$=.322) of influence about relationship continuance desire. Fourth, relationship important recognition showed a significant difference about relationship marketing implement factors, and relationship marketing implement factors had 19.5%($R^2$=.195) of influence about relationship important recognition Fifth, relationship continuance desire showed a significant difference about customer trust, and customer trust had 43.0%($R^2$=.430) of influence about relationship continuance desire. sixth, relationship important recognition showed a significant difference about customer trust, and customer trust had 21.5%($R^2$=.215) of influence about relationship important recognition.

Keywords

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