지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.12
- 수록면
- 321 - 333 (13page)
이용수
초록· 키워드
오류제보하기
The purpose of this study is to offer basic data for revitalizing Taekgyeon gymnasium by examining the influence of a marketing strategy in Taekgyeon gymnasium upon customer satisfaction and follow-up behavior.
To achieve specific objective on this, a marketing strategy was established as independent variable. Follow-up behavior of having customer satisfaction as mediation variable was established as dependent variable. It analyzed the materials of 235 people targeting customers who are under training at Taekgyeon gymnasiums in Seoul and Gyeonggi area as of the year in 2013. The following conclusions were obtained.
First, the marketing strategy of Taekgyeon gymnasium was indicated to have influence upon price factor and leader factor, respectively, for financial satisfaction and psychological satisfaction. Second, the marketing strategy of Taekgyeon gymnasium was indicated to have influence upon leader factor in word-of-mouth behavior. In the purchasing behavior, the price and leader factors were shown to have effect. Third, as for customer satisfaction, the psychological satisfaction in word-of-mouth behavior was indicated to have influence. In the purchasing behavior, the psychological satisfaction and the financial satisfaction were shown to have influence.
Synthesizing specific contents as the above, the marketing strategy of Taekgyeon gymnasium can be presumably inferred to have influence upon customer satisfaction and follow-up behavior. Especially, price and leader were indicated to have great influence.
To achieve specific objective on this, a marketing strategy was established as independent variable. Follow-up behavior of having customer satisfaction as mediation variable was established as dependent variable. It analyzed the materials of 235 people targeting customers who are under training at Taekgyeon gymnasiums in Seoul and Gyeonggi area as of the year in 2013. The following conclusions were obtained.
First, the marketing strategy of Taekgyeon gymnasium was indicated to have influence upon price factor and leader factor, respectively, for financial satisfaction and psychological satisfaction. Second, the marketing strategy of Taekgyeon gymnasium was indicated to have influence upon leader factor in word-of-mouth behavior. In the purchasing behavior, the price and leader factors were shown to have effect. Third, as for customer satisfaction, the psychological satisfaction in word-of-mouth behavior was indicated to have influence. In the purchasing behavior, the psychological satisfaction and the financial satisfaction were shown to have influence.
Synthesizing specific contents as the above, the marketing strategy of Taekgyeon gymnasium can be presumably inferred to have influence upon customer satisfaction and follow-up behavior. Especially, price and leader were indicated to have great influence.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
참고문헌
참고문헌 (9)
참고문헌 신청
공성배, 이재주, 노동연. 복싱클럽 마케팅믹스 전략이 고객만족 및 재구매의도에 미치는 영향. 한국체육과학회지. 2010
김기연, 김도균. 수상레저스포츠시설의 관계마케팅 실행요인과 고객충성도의 관계. 한국스포츠산업경영학회지. 2008
김수진, 이태용. 수영장 이용고객의 지각된 서비스품질이 서비스가치, 고객만족, 재구매행동에 미치는 영향. 한국체육과학회지. 2012
김종훈, 이상헌, 이정학. 골프연습장 유형에 따른 마케팅믹스요인이 고객만족 및 재방문의도에 미치는 영향. 한국체육과학회지. 2007
노동연, 김종필. 골프연습장 마케팅믹스 전략이 브랜드자산 및 재구매 의도에 미치는 영향. 한국사회체육학회지. 2011
김기연, 김도균. 수상레저스포츠시설의 관계마케팅 실행요인과 고객충성도의 관계. 한국스포츠산업경영학회지. 2008
김수진, 이태용. 수영장 이용고객의 지각된 서비스품질이 서비스가치, 고객만족, 재구매행동에 미치는 영향. 한국체육과학회지. 2012
김종훈, 이상헌, 이정학. 골프연습장 유형에 따른 마케팅믹스요인이 고객만족 및 재방문의도에 미치는 영향. 한국체육과학회지. 2007
노동연, 김종필. 골프연습장 마케팅믹스 전략이 브랜드자산 및 재구매 의도에 미치는 영향. 한국사회체육학회지. 2011
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UCI(KEPA) : I410-ECN-0101-2015-690-000979374