프로야구 구단의 마케팅 믹스요인이 관람 만족, 팀 충성도 및 재관람 의도에 미치는 영향

Abstract

The purpose of this study was to examine the relationship (1) between marketing mix factor(product, price, place, promotion, and public relations) of professional baseball franchise and spectator satisfaction; (2) between marketing mix factor of professional baseball franchise and team loyalty(attitudinal loyalty and behavioral loyalty); (3) between marketing mix factor of professional baseball franchise and intention to attend games. In order to accomplish this study, total 250 questionnaires were distributed to a home game spectators to professional baseball. 237 usable questionnaires were available because thirteen questionnaires were excluded that were not applicable. Data were analyzed with use of exploratory factor analysis, reliability analysis, and multiple regression analysis using SPSS 17.0. The results of this study revealed that (1) only product of marketing mix factor had a positive and direct influence on spectator satisfaction; (2) product, public relations, and place had a significant influence on attitudinal loyalty to a sports team; (3) public relations and product positively contributed to behavioral loyalty to a sports team; and (4) public relations and product had a positive and direct influence on intention to attend games.