상업스포츠시설 관계마케팅 전략수립을 위한 브랜드명성에 따른 고객충성도 결정요인 분석

Abstract

The aim of this study was to empirically examine the influential factors of brand reputation-based consumer loyalty on the basis of a variety of theoretical foundations and related factors of relationship marketing. Study subjects were 619 users of 10 commercial sport facilities in Seoul and the capital area and they were sampled with the stratified cluster random sampling method. Data were processed with the Amos 5.0 Program and the structural equation model was carried out. Study findings are as follows: First, commercial sport facilities must actively utilize the strategic factors of relationship marketing which have to do with customer loyalty. Second, in order to enhance commercial sport facility users` customer loyalty, it is necessary to establish a strategy which increases economic and noneconomic satisfaction, induces positive emotion, and gives deep impression. Third, in order enhance commercial sport facility users` customer loyalty, a strategy which systematically forms and constructs customer trust and maintains high switching costs must be established. Fourth, commercial sport facilities must discriminately manage the factors of service price according to brand reputation. In particular, for the group of which brand reputation is high, consumers` economic and noneconomic satisfaction must be enhanced through a flexible price strategy, whereas for the group of which brand reputation is low, customer value must be created by properly providing consumers with price factors. Fifth, in the commercial sport facilities of which brand reputation is high, such a marketing strategy which could target for the enhancement of customer`s emotional trust must be established intensively. Sixth, in the commercial sport facilities of which brand reputation is low, such a marketing strategy which could increase consumers` repetitive purchase must be established positively. Seventh, by systematically examining a variety of factors which could provide consumers with noneconomic satisfaction regardless of brand reputation, customer loyalty must be enhanced. Finally, relationship marketing must be discriminated in accordance with brand reputation, thus establishing a strategic plan which could enhance customer trust and loyalty.