• International Journal of Advanced Culture Technology
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• v.9 no.4
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• pp.145-153
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• 2021

The purpose of this study is to investigate the effect of health club users' perception of service quality on user satisfaction and loyalty. The purpose of this study is to investigate the effect of health club users' perception of service quality on user satisfaction and loyalty. In order to achieve this research purpose. In 2020, participants in health clubs over 20 years old residing in Gwangju Metropolitan City and Jeollanam-do were selected as the population and a total of 300 subjects (273 males and 127 females) were selected using a convenient sampling method. The data collected using this was statistically processed according to the purpose of analysis using SPSS 20.0 version. The results obtained through this research process are as follows. First, it was found that the health club users' perception of service quality had a partial effect on user satisfaction. Second, it was found that the service quality perception of health club users partially affected the loyalty. Third, it was found that health club users' satisfaction with use partially affected their loyalty.

• International journal of advanced smart convergence
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• v.9 no.2
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• pp.195-202
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• 2020

The ultimate goal of CSV activities is to increase consumer loyalty to the company, brand or organization concerned. Thus, for a professional sports club, CSV activities will ultimately aim to enhance the loyalty of spectators who are consumers of the club. Subjects of this study are the spectators of professional volleyball. We distributed 300 survey to people who were aware of the club's CSV activities among the home spectators of Hyundai Capital SkyWalkers. Data processing was performed using SPSS 23 and AMOS 18 for the analysis of confirmed factors, correlation analysis, reliability analysis, and structural equation model analysis. From these results, we were able to come up with the social problem resolution and long-term orientation among the CSV activities of professional volleyball clubs which affect the club identification. And the identification formed within the spectators of the clubs through CSV affects the club loyalty directly or through the medium of club emotion. Professional volleyball clubs need to identify the problems the community has in planning and proceeding with CSV activities and seek strategies to address them together, and approach them from a long-term oriented perspective.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.95-106
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• 2020

The study was conducted to investigate the effectiveness of professional volleyball teams' integrated marketing communication(IMC) activities. The subjects of this study were a total of 400 surveys of visitors who visited the stadium to watch mans professional volleyball games from 2019 to 2020, and 385 questionnaires except for invalid or error questionnaires were used for research purposes. For factor analysis and reliability testing, IBM SPSS Statistics Ver 21.0 was used. Frequency analysis was conducted to examine the general characteristics. To verify differences between groups according to demographic and general characteristics, independent sample t-test and one-way ANOVA were performed, and correlation analysis was performed to examine the relationship between variables. In addition, regression analysis was conducted to verify the influence between variables. The results of the study are as follows. First, there was no difference in club image, club reputation, and club loyalty by gender. Second, there was no difference in club image, club reputation, and club loyalty according to age. Third, there was no difference in the club image, club reputation, or club loyalty according to the viewing experience. Fourth, professional volleyball team IMC activities were found to affect the club image. Fifth, professional volleyball team IMC activities were found to have an impact on the club's reputation. Sixth, it was shown that professional volleyball team IMC activities have an effect on club loyalty. Eighth, the club image was found to affect the club loyalty. Finally, it was found that the club reputation influenced the club loyalty.

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.301-308
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• 2023

This study sought to provide basic data for soccer clubs to establish efficient brand strategies by verifying the structural model and effectiveness between domestic youth soccer club brand identity, value, and loyalty. Therefore, parents of members of youth soccer clubs in Seoul, Gyeonggi-do, and Chungcheong-do were selected as samples, and 372 copies of data were used for the final analysis. Data processing used the SPSS (ver. 21.0) program to analyze frequency and verify reliability. In addition, the brushstrap BC method was applied to verify the effectiveness and significance of confirmatory factor analysis, correlation analysis, structural equation model analysis, and the effectiveness and significance using the AMOS (ver. 20.0). As a result of the study, first, it was found that the brand identity of youth soccer club in Korea had significant effect on value. Second, value had significant influence on loyalty. Third, brand identity had significant influence on loyalty. Lastly, value between brand identity and loyalty showed partial mediated effect.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.261-272
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• 2019

The purpose of this study is to examine the moderating effect of emotional bond in the effect of the congruence of self-image and the team's loyalty to professional baseball spectators, to enhance the effectiveness of emotional bond between the club and the spectator, and to suggest implications for establishing the club's brand marketing strategy. For this purpose, a survey was conducted on 500 professional baseball spectators, and the results of correlation analysis, stepwise regression analysis and hierarchical regression analysis using SPSS 21.0 based on 450 collected data are as follows. First, among the professional baseball spectators and the team's self-image, the realistic self-image factor had a significant effect on the club's loyalty. Second, it was confirmed that the congruence of realistic self-image moderated the effect of congruence of realistic self-image on club loyalty. This result shows that the formation of emotional bond has no influence on the congruence of ideal self-image and is related to the realistic self-image that the club is showing at present. Therefore, it is necessary to establish a marketing strategy that can highlight this effect by considering these points.

• Journal of Sport and Applied Science
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• v.6 no.2
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• pp.9-18
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• 2022

Purpose: This research aims to analyze the relationship marketing between football club organizations, players, and the fans club community. Research design, data, and methodology: An ethnographic approach was used to observe for eight months in the community, interviews, and documents analysis in Bonek Mania community fans club and Persebaya, a football club management in Surabaya, Indonesia. Results: The results show that the management of the football club has maintained the football high-end brand image in the national league. Stakeholders have endeavored to build the values and shared meaning with the public and cohesively with Bonek Mania. The struggles and achievements are intended to maintain the local collective memory of Surabaya's patriotism as the "city of heroes." Sustainable relationships were built by professional football club managers, players, and the fans club to foster the spirit, economic resources, and sustainable development. Conclusions: This research implies that it can provide direction for the management of football clubs by paying attention to relationship marketing, developing unique local values to build the customers' loyalty. Further implications were discussed.

• Proceedings of the Culinary Society of Korean Academy Conference
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• 2006.07a
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• pp.123-132
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• 2006

Although the numbers of the membership restaurants have increased steadily, the extant study has not been vigorously conducted. Therefore, it has been very hard to discuss in detail about the customer characteristics and the marketing strategies of these membership restaurants. The purpose of this study was to analyze the relationship among several factors, such as customer attitudes, relationship benefits, service convenience and customer loyalty. In order to accomplish the purpose, customers who are the members of M club at L hotel located in Busan were selected. The findings were as follows. First, there was a strong relationship between customer privacy and relationship benefits. Also, the relationship was found between customer value and relationship benefits. Second, service convenience and relationship benefits showed relationship with customer loyalty.

• Knowledge Management Research
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• v.25 no.1
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• pp.43-66
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• 2024

In an era where digital technology reshapes brand-consumer interactions, this study examines the influence of Nike's Run Club and Adidas' Runtastic apps on loyalty and advocacy. Analyzing 3,715 English reviews from January 2020 to October 2023 through text mining, and conducting a focused sentiment analysis on 155 'recommend' mentions, we explore the nuances of 'hot loyalty'. The findings reveal Nike as a 'companion' with an emphasis on emotional engagement, versus Runtastic's 'tool' focus on reliability. This underscores the varied consumer perceptions across similar platforms, highlighting the necessity for brands to integrate user preferences and address technical flaws to foster loyalty. Demonstrating how customized technology adaptations impact loyalty, this research offers crucial insights for digital brand strategy, suggesting a proactive approach in app development and management for brand loyalty enhancement

• Journal of Digital Convergence
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• v.13 no.11
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• pp.277-289
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• 2015

This study was designed to shed light on the influence of CRM strategies on relationship quality and customer loyalty in Convergence-type Kumdo training clubs. The survey tool used for this research are questionnaires. The lead-time was achieved over a period of 23 days from 7 July 2014 to July 30th. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis using SPSS 20.0 program. The findings acquired based on the aforementioned research methods and data analysis are as follows: First, CRM strategies had significant influences on satisfaction. Second, CRM strategies had significant influences on some of belief. Third, CRM strategies had not significant influences on commitment. Fourth, satisfaction and belief had significant influences on attitudinal loyalty and behavioral loyalty. Fifth, Convergence-type CRM strategies had significant influences on attitudinal loyalty and behavioral loyalty.

• The Journal of the Korea Contents Association
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• v.10 no.9
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• pp.455-468
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• 2010

The purpose of this study is to understand how and what kind of service quality impacts value of membership and customer satisfaction, and to analyze how value of membership and customer satisfaction influence on customer loyalty in order to apply the results of this study to the management level of individual companies. The valuable outcomes of the survey were 485 as a result of excluding both no response and non-trustful answers. The previous used questions of other researchers were modified and used in this study, and both SPSS 12.0 and AMOS 7.0 were in use as analytical softwares In this study, service quality of golf resort positively impacts membership's value, and service quality influences upon customer satisfaction in a positive way. The value of service quality heavily impacts customer satisfaction, and customer satisfaction positively influences upon customer loyalty. On the other hand, it is hardly find a remark between value of loyalty and customer's satisfaction.