네트노그라피를 통한 프로야구 관람객의 관람 경험 분석

Abstract

The purpose of this study is to establish a customer experience database in order to achieve more efficient professional baseball Customer Experience Management (CEM) by observing and analyzing candid and vivid experiences and thoughts based on real experiences from spectators of professional baseball through netnography. To achieve the purpose of this study, a total of 149 reviews of professional baseball were collected and analyzed from blogs and cafes of Naver, an Internet portal site, and the results of the study were as follows. First, the elements of professional baseball experience were largely divided into facilities and services elements, and facilities elements were again divided into stadium and service facilities, and services elements were divided into seven factors, including ticket, food and beverage, promotion, cheering, and game conditions. The seven factors were again divided into 17 detailed factors. Second, to examine the proportion and characteristics of positive experiences of professional baseball by each resective elements, coded data were analyzed and the analysis showed that among the 149 professional baseball reviews 401 sentences on positive experience were included, and many positive experiences came from the stadium from the facilities element and cheering from the services element. Third, the analysis based on coded data to examine the proportion and characteristics of negative experiences of professional baseball by respective elements showed that the 149 reviews included 106 sentences on negative experiences, and many negative experiences came from the stadium from the facilities element and food and beverage factors from the services element.