스포츠센터 지도자의 커뮤니케이션 유형이 회원과의 관계의 질에 미치는 영향

Abstract

This study investigates how the communication types of sports center coach have affected the quality of the relationship between coach and members. To do this end, selected a sample population of sports center members, provided by sports centers, who were experienced in using sports centers. Data collected through convenience sampling using 224 questionnaires completed online by respondents were analyzed using frequency, confirmatory factor, reliability, correlation, and multivariate regression analyses with SPSS 27.0 and AMOS 22.0. The results of this study were as follows. Firstly, among the sub-factors of sports center coach’s communication types proxemics and paralanguage have a positive (+) effect on trust, but verbal communication, kinesics and physical appearance does not have a significant effect. Secondly, proxemics, paralanguage and physical appearance have a positive (+) effect on immersion, but verbal communication and kinesics does not have a significant effect. Third, proxemics and paralanguage have a positive (+) effect on satisfaction, but verbal communication, kinesics and physical appearance did not. This study provides practical and academic information useful for effective marketing activities by investigating how sports center marketing activities can help members connect with them.