프로배구 경기장 서비스스케이프와 감정반응, 관람만족, 구단충성도간의 구조적 관계 분석

Abstract

Purpose: This study examines the structural relationship among servicescape, emotional responses, spectator satisfaction, and team loyalty to suggest practical marketing strategies and effective stadium operation strategies for professional volleyball clubs.BR Method: In this study, a total of 300 questionnaires were distributed to the spectators attending the home matches of Hyundai Capital SkyWalkers on December 1, 2022 and Pepper Savings Bank AI Peppers on December 8, 2022. For the final analysis, 297 samples were used excluding, 3 samples with low reliability. The data were analyzed using SPSS 27.0 and AMOS 26.0 for frequency analysis, internal consistency, explanatory factor analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis.BR Results: The findings of this study are as follows. First, the servicescape of the professional volleyball stadium had a positive effect on emotional responses. Second, servicescape was found to have a positive impact on spectator satisfaction. Third, servicescape had a positive effect on team loyalty. Fourth, emotional responses were also found to have a positive effect on spectator satisfaction. Fifth, emotional responses were found to have a positive effect on team loyalty. Sixth, spectator satisfaction had a positive effect on team loyalty.BR Conclusion: To elicit spectators’ positive emotions and attitudes toward a professional volleyball team, it is necessary for the professional volleyball club to strategically provide differentiated spectators services.