Kano 모형과 Timko의 고객만족도계수를 이용한 학교스포츠클럽 리그 의미요소의 중요성

Abstract

The current study examined the meaningful attributes that sport club league participants perceive and divide the attributes based on Kano model. In addition, the current study calculated the Timko’s customer satisfaction coefficients based on the results of the Kano model analysis. The data were collected from the middle school students who participated school sport club league. Total of 207 usable questionnaires were collected. The results indicated that most of the meaningful elements in sport club leagues were identified as one-dimensional quality, which result in satisfaction when fulfilled and dissatisfaction when not fulfilled. Only one element of “cheer” was classified as must-be quality. Timko’s customer satisfaction coefficients indicated that “Referees’ call”, “Quick first-aid” were identified as strong one-dimensional quality. On sport club league sites, such one-dimensional qualities should be considered important because when they are not fulfilled, it will directly lead the students to dissatisfaction. Although attractive quality is the attributes that provide satisfaction when achieved fully but not cause dissatisfaction when not fulfilled, no single attribute was classified under the attractive quality.