• 한국체육학회지인문사회과학편
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• v.54 no.4
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• pp.363-372
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• 2015

The purpose of this study was to suggest marketing plan to improve and promote screen baseball utilization, applying Importance-Performance Analysis (IPA) incorporating marketing mix 4Cs; Customer value, Convenience, Cost, and Communication. A convenience sample was made up of 267 users in screen baseball clubs located in metropolitan area. Evidence on validity and reliability of the data was obtained through exploratory factor analysis and internal consistency analysis. Frequency analysis and paired sample t-test for the difference verification of IPA were conducted also in SPSS version 21.0 with .05 of significance level. The main results of the study were as follows. First, there were partially significant differences between importance and satisfaction regarding the sub-categories of Customer value and Convenience. Second, there were all significant differences between importance and satisfaction regarding the sub-categories of Cost and Communication. Third, as the results regarding IPA, quadrant I indicating 'Keep up Good Work' included healthy use of leisure time, improvement of self-achievement, accessibility, communication between service user and provider, etc. Fourth, quadrant II indicating 'Concentrate Here' included diversification of screen baseball program, cost regarding facility use, etc. Fifth, quadrant III indicating 'Low Priority' included interpersonal relationship, subsidiary facilities, cost of food and beverage, etc. Lastly, quadrant IV indicating 'Possible Overkill' included improvement of physical health and life satisfaction and rules and procedures of screen baseball.