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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제37권 제1호
발행연도
2009.8
수록면
561 - 571 (11page)
DOI
10.51979/KSSLS.2009.08.37.561

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This study is to present the reason to introduce CRM in sports center and what service quality to emphatically provide the customers after the introduction, and also to present basic materials necessary to maintain customer members and secure the competition by improving the service quality and maximizing customer satisfaction. Study results of demonstrative study are summarized as the following. First, as a result of investigating the effect of sports center`s perceived relational effort on perceived service quality, it was shown that except for service quality`s materiality, it had positive(+) effect on guaranty, reliability, responsiveness. Second, as a result of investigating the effect on sports center`s perceived service quality and customer satisfaction, it was shown that except for the relation between service quality`s materiality and customer satisfaction`s service satisfaction, all had positive(+) effects. Also, to maintain continuous relationship with customers, sports centers must not only deal with the CRM factor in this study but also put in diverse efforts for relationship formation. And in the appearances of many corporative sports centers with enhanced facilities and service, each sports center must continuously enhance service quality to satisfy the customers, which would lead to repetitive purchase.

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