Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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A Study of Customer Royalty to Pro-sports and General Products/Service

프로 스포츠 및 일반제품/서비스에 대한 고객충성도 연구

  • Chang, Kyung (Department of Industrial Engineering, Graduate School, Dankook University) ;
  • Min, Jae-Young (Department of Industrial Engineering, Graduate School, Dankook University)
  • 장경 (단국대학교 산업공학과) ;
  • 민재영 (단국대학교 산업공학과)
  • Published : 2002.06.01
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Abstract

This paper is mainly interested in customer's(fan's) royalty to professional sports in sports industry. The royalty is studied with the royalty to several products and a service, so that we can obtain the comparison between both the former and the latter royalty. Interested professional sports, products and service are baseball, basketball, soccer, beer, cu, cola/cider, etc, and we will call each of them 'item'. The seven related hypotheses are considered. In hypotheses the dependent variable is royalty to nine items, and the independent variables are rune items, and customer's sex and major. For testing hypotheses, a questionaire is used, and reliability is checked with Cronbach's Alpha and correlation coefficients. For some items the royalty is significantly strong. Rather, even if some item has bad quality, it is found that customers can be royal to that item. We can identify some of those items through the results of this study. The strong significant results will be useful for the customer management. Additional studies are required for nonsignificant results which seems to be useful, and they are noted in the final part of the paper.

Keywords

References

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