Abstract
The purpose of this study was to examine the effect of the youth ice hockey club’s relationship marketing on customer satisfaction and intention to re-registration. Toward this end, a total of 260 parents of registered youth players at the 10 youth ice hockey clubs in Seoul and Gyeonggi area was selected using a convenience sampling method and responded to the survey questionnaire. 251 usable data were utilized in the data analyses procedure. Data were analyzed using frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and regression analyses. BR The results of this study were as follows. Firstly, customer orientation and professionalism out of the five sub-factors of relationship marketing had significant effects on customer satisfaction. However, communication, facility, and price factors did not. Secondly, customer satisfaction of the youth ice hockey club had a significant impact on intention to re-registration. The results of this study suggested that marketing strategy on leading to a long-term re-registration should be established through increasing the level of customer satisfaction by reinforcing customer orientation and professionalism. Additional implications and future research opportunities were also suggested.
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