프로야구 구단의 서비스품질이 팀 동일시 및 충성도, 관람의도에 미치는 영향

Abstract

This study carried out a survey amongst professional baseball spectators in order to verify association between professional baseball club`s service quality and club equation, loyalty, and audience`s intention. It implemented path analysis through a structure model based on theoretical background and hypothesis. The participants of the survey were spectators in Seoul-Jamsil stadium and Incheon Literature stadium. The number of returned questionnaires was 492 out of total of 500, and 479 valid questionnaires excluding untrustworthy or uncompleted ones were used for data analysis. The processing of the document included exploratory factor analysis to verify validity of sub-factors. Confirmatory factor analysis was used to confirm convergence validity and discriminant validity of all variables, path analysis for verification of set structure model, and AMOS 18.0 Window ver. Program for verification of SPSS18.0 Window ver. and structure model, which showed the following result. First, service factors provided by the club, along with team`s grade, players, and other factors that might occur in the game, have positive effect on ties with spectators. Second, equation of spectators on the club has positive effect on loyalty and audience`s intention. Strong ties between the club and the audience has intimate relationship loyalty which can be defined as attachment and goodwill toward the club, and audience`s intention which directly relates to watching behaviors. Third, loyalty also has been shown to have positive effect on the audience`s intention. Strong attachment, goodwill, and etc. lead to the spectator`s behavior of continuously watching the game.