프로야구 구단의 서비스품질과 구단신뢰, 구단이미지, 구단동일시, 구단충성도 및 재관람의도와의 구조적 관계

Abstract

Purpose: The purpose of this study is to examine the relationship amogn professional baseball club’s service quality, club trust, club image, club identification, and revisit intent.BR Method: The spectators who watched 2018 KBO League game were sampledT. he survey was conducted on 300 spectators who watched game in Jamsill Baseball Stadium, located in Seoul from March 25 to April 15, 2018. For data processing, this study conducted frequency analsyis, exploratory factor analysis, and reliability analysis using SPSSWIN VER. 22.0. To verify the concentration avlidity and discrimination validity of measurement items in the results of exploratory factor analysis in th estudy, the confirmatory factor analysis and correlation analysis were carried out using AMOS 18.0. Moreover, structural equation model was analyzed to verify the model and hypothesis.BR Results: The research findings were as follows. First, the professiona bl aseball club’s service quality had a positive impact on the club trust. Second, the club trust posivitely influenced the club image. Third, the club trust positively influenced the club identification. Fourth, the club image had a positive impact on the club loyalty. Fifth, the club identification had a positive impact onh te club loyalty. Sixth, the club loyalty had a positive impact on the revisit intention.BR Conclusion: Through the results of this study, it is found that in ordero tinduce the spectators to revisit , service quality should be improved first. When service qualityim proves, the spectator trusts the club, builds a positive club image, and creates a high club identification & lucb loyalty. Therefore, a practical and long-term marketing and management strategy must be established to improve service quality.