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 Fan's Loyalty to Products and Pro-baseball Team

제품 및 프로야구팀에 대한 충성도 연구

  • Kyung Chang (Depart. of Industrial Engineering, Graduate School, Dankook University) ;
  • Jae-Young Min (Depart. of Industrial Engineering, Graduate School, Dankook University) ;
  • Hyun-min Ko (Depart. of Industrial Engineering, Graduate School, Dankook University)
  • Published : 2003.12.01
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Abstract

이 논문에서 우리는 어떤 종류의 사람이 프로야구팀을 가진 기업에 충성하며, 프로팀에 충성하는 지를 연구했다. 충성심은 몇 개의 변수로 측정이 되며, 몇 개의 변수들은 또 그 하위변수로 측정이 된다. 종속변수는 충성심, 독립변수는 고객의 연령, 성별, 고향이다. 우리는 기존 연구를 보다 심화하여, 독립변수의 2차원적 효과를 연구했다. 그 사용하는 방법은 분산분석 등이며, 여섯 가지 유의적인 결과를 발견했다. 그 결과 우리는 충성스런 고객과 그렇지 않은 고객을 확인했으며, 보다 더 세분화된 고객 분석으로부터 보다 효율적인 고객경영이 가능하게 될 수 있다는 점이 이 연구의 잇점이라고 할 수 있다.

Keywords

References

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