Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The Relationship among Coaches' Transformational Leadership, Exercise Flow, and Repurchase Intention in Sports Centers

스포츠센터 지도자의 변혁적 리더십과 운동 몰입 및 재구매 의도의 관계

  • Received : 2015.05.26
  • Accepted : 2015.09.11
  • Published : 2015.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study empirically analyzed the effects of coaches' transformational leadership on customers' exercise flow and repurchase behavior. Using two hundred seventy-five questionnaires, first, charisma, individual consideration, and intellectual stimulation had a positive effect on cognitive and behavioral flow. Second, only individual consideration increased repurchase intention. Third, cognitive flow promoted repurchase intention, but behavioral flow was not statistically significant. Lastly, there was no indirect effect on the relationship among the variables. The results may prove valuable to coaches' understanding how to enhance customers' exercise flow and may improve marketers' strategic planning decisions to attain organizational goals.

본 연구는 변혁적 리더십이 회원의 운동 몰입과 재구매 의도에 미치는 영향을 분석하였다. 수집한 설문지 275부를 이용한 결과는 다음과 같이 도출되었다. 첫째, 카리스마, 개인적 배려 및 지적자극은 인지 몰입과 행위 몰입에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 개인적 배려만이 재구매 의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 인지 몰입은 재구매 의도에 긍정적인 영향을 미치는 것으로 나타났으나, 행위 몰입은 유의한 영향이 미치지 않는 것으로 나타났다. 마지막으로 지도자의 변혁적 리더십, 운동 몰입 및 재구매 의도 간의 간접효과는 없는 것으로 나타났다. 이러한 결과는 지도자에게 고객들의 운동 몰입을 높이기 위한 이해를 돕는데 가치가 있으며, 마케터에게는 조직의 목표를 달성하기 위해 전략적인 계획을 세우는 데 도움이 될 것이다.

Keywords

References

  1. S. W. Park, "Present-day life & sports", Mapo-gu, Seoul: Thwon, 2011.
  2. Y. C. Jo, D. W. Kim, "Characteristics of consumer behavior and satisfaction of commercial sports facility user", Journal of Sport and Leisure Studies, vol.16, pp.1013-1024, 2001.
  3. J. W. Ha, H. M. Jun, "Environmental changes of commercial sport facilities in Korea and their effects on geographical marketing mix strategy", Korean Journal of Physical Education, Vol.41, No.1, pp.301-315, 2002.
  4. D. H. Jung, "Influence of leadership type of sports center leaders on lifestyle and organizational citizenship behavior or participants", Unpublished master's dissertation, Chung-Ang University, 2005.
  5. D. Y. Pyun, H. H. Kwon, K. T. Koh, C. J. K. Wang, "Perceived coaching leadership of youth athletes in Singapore", Journal of Sport Behavior, Vol.33, No.1, pp.25-41, 2010.
  6. R. K. Sharma, "Leadership behavior among elite male and female gymnasts of India", Research Journal of Physical Education & Sports Sciences, Vol.5, pp.79-95, 2010.
  7. T. Dvir, D. Eden, B. J. Avolio, B. Shamir, "Impact of transformational leadership on follower development and performance: A field experiment." Academy of Management Journal, Vol.45, No.4, pp.735-744, 2002. DOI: http://dx.doi.org/10.2307/3069307
  8. B. J. Avolio, F. J. Yammarino, "Operationalizing charismatic leadership using a levels of analysis framework", Leadership Quarterly, Vol.1, pp.193-208, 1990. DOI: http://dx.doi.org/10.1016/1048-9843(90)90020-I
  9. J. J. Hater, B. M. Bass, "Superiors' evaluations and subordinates' perceptions of transformational and transactional leadership", Journal of Applied Psychology, Vol.73, pp.695-702, 1988. DOI: http://dx.doi.org/10.1037/0021-9010.73.4.695
  10. T. C. Slack, M. M. Parent, "Understanding sport organizations: the applications of organization theory(2nd ed.)", Champaign, IL: Human Kinetics, 2006.
  11. M. C. Murray, B. L. Mann, "Leadership effectiveness". In J. M. Williams (Ed.), Applied sport psychology (pp.92-114). Mountain View, CA: Mayfield, 1988.
  12. M. Csikszentmihalyi, "Flow: The psychology of optimal experience", New York: Harper & Row, 1990.
  13. J. L. Progen, J. T. DeSensi, "The value of theoretical frameworks for exploring the subjective dimension of sport", Quest, Vol.36, No.1, pp.80-88, 1984. DOI: http://dx.doi.org/10.1080/00336297.1984.10483803
  14. S. A. Taylor, T. L. Baker, "An assessment of the relationship between service quality and customer satisfaction in the formation of customers' purchase intentions. Journal of Retailing, Vol.70, No.2, pp.163-178, 1994. DOI: http://dx.doi.org/10.1016/0022-4359(94)90013-2
  15. P. G. Patterson, R. A. Spreng, "Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business to business, services context: an empirical examination", International Journal of Service Industry Management, Vol.8, No.5, pp.414-434, 1997. DOI: http://dx.doi.org/10.1108/09564239710189835
  16. S. N. Na, C. H. Lee, "The effects of Taekwondo coaches' transactional transformational leadership on achievement goal orientation and exercise flow", Journal of Korean Physical Education Association for Girls and Women, Vol.22, No.1, pp.149-161, 2008.
  17. T. L. Kim, H. J. Won, "the relationship among transformational-transactional leadership of America Taekwondo center instructor, instructor trust and exercise commitment", The Korea Journal of Sports Science, Vol.21, No.3, pp.31-43, 2012.
  18. M. C. Kang, "The influence of commercial sport center instructors' leadership style on customer satisfaction and consumer behavior", Unpublished master's dissertation, Korea National Sport University, 2007.
  19. J. P. Choi, B. K. Chung, "The effects of taekwondo masters' transformational leadership styles on customer satisfaction and repurchase behaviors", The Korean Journal of Physical Education, Vol.46, No,4, pp.349-357, 2007.
  20. S. C. Jun, S. H. Cho, "The mediative effect of trust and commitment in relationship between consumer satisfaction and repurchase", Korean Society of Sport Management, Vol.12, No.2, pp.71-81, 2007.
  21. C. H. Kim, "The effect of the leisure sports motivation, self-efficacy and sport commitment on the satisfaction with function and repurchase intention of the leisure sports wear", Unpublished doctoral dissertation, Chung-Ang University, 2011.
  22. P. L. Wright, "Managerial leadership", London Routledge, 1996.
  23. J. Y. Kim, C. N. Kim, "Effects of transformational sport leadership on athletic's trust, identification with leader, and sport behaviors", Korean Society of Sport Psychology, Vol.13, No.3, pp.43-64, 2002.
  24. T. K. Scanlan, P. Carpenter, G. W. Schmidt, J. P. Simons, "The sport commitment model: Measurement development for the youth-sport domain", Journal of Sport & Exercise Psychology, Vol.15, pp.16-38, 1993. https://doi.org/10.1123/jsep.15.1.16
  25. Y. G. Jung, "(The)influence of sport participation motivation, arousal seeking and affects on the behavior of sport commitment", Unpublished doctoral dissertation, Pusan National University, 1997.
  26. H. S. Park, "The effects of the swimming instructors' teaching service on lesson satisfaction and repurchasing intention according to the swimming instructors' working types in public sports centers. Unpublished master's dissertation. Seoul National University of Technology, 2008.
  27. J. M. Ivancevich, M. T, Matteson, "Organizational behavior and management (6th ed.)", Boston, MA: McGraw-Hill/Irwin, 2002.
  28. B. M. Bass, "Leadership and performance beyondexpectations", New York: Free Press, 1985.
  29. B. M. Bass, "From transactional to transformationalleadership: Learning to share the vision", Organizational Dynamics, Vol.18, pp.19-31, 1990.DOI: http://dx.doi.org/10.1016/0090-2616(90)90061-S
  30. R. M. Steers, L. W. Porter, "Motivation and workbehavior (3rd ed.)", New York: McGraw-Hill, 1983.
  31. M. G. Kim, "The effects of leadership behaviorsperceived by athletes on team cohesion, flow, andathletic satisfaction", Unpublished doctoral dissertation,Dongshin University, 2005.