Abstract
The purpose of this study was to demonstrate the structural relationship among customer relationship marketing, relationship quality and behavioral intention of marine sports center participants. For this purpose, the study represents participants playing at marine sports center in Gyeonggi-do and Seoul in 2017 and 300 persons were chosen by the conveniecne sampling method. The 290 collected data were used by IBM SPSS Statistics 23 and SPSS Amos 23 programs. The study was conducted by frequency analysis, confirmatory factor analysis, reliability analysis, correlations analysis and structural equation model analysis. On the basis of the results, we drew the following conclusions. First, it was shown that customer relationship marketing strategy had a meaningful influence on relationship quality. Second, it was discovered that customer relationship marketing strategy had a meaningful influence on behavior intention. Third, relationship quality had not a influence on behavior intention.
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