• Journal of Korean Society of Industrial and Systems Engineering
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• v.25 no.3
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• pp.16-27
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• 2002

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.