The Effect of Professional Awareness of Sports Leaders on Role Expectations and Service Satisfaction among Sports Participants to PROTECT the Sports Market

Abstract

Purpose: Sports leaders need systematic and professional knowledge acquisition, social approval of profes-sional authority and privileges, and social contribution services in order to receive trust and recognition from sports participants. Sports leaders should be recognized by sports participants through their efforts to cultivate professionalism. This is especially important for sports participants because it has a lot of influence on sports activities as a whole, such as continuous participation or suspension of exercise by sports leaders awareness of professionalism. Therefore, this study is meaningful in presenting data for the development of sports leaders qualifications and efficient operation of related institutions to provide excellent service in sports facilities through a study on the impact of professional awareness on sports leaders. Method: As of 2021, the purpose of the survey was explained to the users of 5 sports facilities in Daegu Met-ropolitan City by personally visiting the sports centers they are using. A questionnaire survey was conducted using the self-evaluation writing method of 350 people who agreed to write the questionnaire. Among the col-lected data, 319 questionnaires were taken as valid samples, excluding the data whose responses to the ques-tionnaire were not faithful or part of the survey contents were omitted. In this study, frequency analysis was performed to find out the general characteristics of survey participants using SPSS Pro-gram 25.0, and factor analysis and Cronbach s α coefficient were calculated to verify the validity and reliability of the questionnaire. In addition, correlation analysis was performed to find out the relationship between variables, and multiple regression analysis was performed to find out the influence of the variables. Results: As a result of factor analysis and reliability verification for professional recognition, the Eigen val-ueand Cronbach s α coefficient of the occupationally factor were 5.359(α=.927), and the ideological factor was 4.147(α=.859). As a result of factor analysis and reliability verification for Role Expectation, the Eigen value and Cronbach s α coefficient of the relationship factor were 5.824(α=.845), the expertise factor 5.124(α=.802), and the role factor 4.382(α=.837), and the outcome factor was 3.762(α=.765). As a result of factor analysis and reliability verification for service satisfaction, the Eigen value and Cronbach s α coefficient of the service satis-faction factor was 9.457(α=.945). As a result of performing correlation analysis using SPSS, the relationship between all constituent concepts It appears as a positive(+) correlation, and the direction of the relationship between the variables is consistent. In the effect of sports participants professional perception of sports lead-ers on Role Expectation and service satisfaction, professional perception affects Role Expectation and service satisfaction, and Role Expectation affects service satisfaction. Conclusion: Professional perception affects Role Expectations. Professional perception affects service satis-faction. Role Expectation affects service satisfaction. Therefore, in order for sports leaders to be recognized as professionals and provide quality services, they must first clearly recognize that they are professional, acquire professional knowledge for work and cultivate culture, mature personality and high responsibility, ethical awareness, and service. There is a need for continuous efforts that can be trusted by users of facilities and ser-vices.