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프로야구 구단의 경기요인 및 서비스 차별화 요인이 고객의 팀 충성도에 미치는 영향에 관한 연구

Game Factors and Differentiation Factors Affecting Fan’s Team Loyalty in KBO League

최승년
한국창의정보문화학회 (The Korean Society for Creative Information Culture)|2024.02|창의정보문화연구 (Journal of Creative Information Culture)|제10권 제1호|pp. 1-13|DOI 10.32823/jcic.10.1.202402.1

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참고문헌

키워드

공감성대응성Physical EnvironmentResponsivenessEmpathy팀 충성도경기 요인제공성Game factorTeam loyalty
주제분류학제간연구

초록

본 연구의 목적은 국내 프로야구 팬들이 갖는 팀 충성도에 영향을 미치는 요인을 경기요인과 서비스 차별화 및 서비스 품질 요인으로 구분하여 종합적으로 분석하는 것이다. 이를 위해 야구장을 찾은 야구팬을 대상으로 편의표본추출법에 의해 수집한 설문지 중 257부를 대상으로 다중회귀분석을 실시하였다. 분석결과, 경기요인인 경기결과 및 선수, 그리고 서비스 요인 중 대응성과 공감성이 팀 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 하지만 제공성의 영향력은 없는 것으로 나타났고 기대했던 교호효과 역시 존재하지 않는 것으로 밝혀졌다. 본 연구는 프로야구 산업에 서비스 차별화 개념을 적용하였고, 비록 검증되지는 않았지만 서로 다른 두 영역을 구성하는 요인들 간 교호효과 분석을 시도함으로써 관련 연구를 위한 새로운 시각을 제공하고, 프로야구 구단의 향후 전략적이고 입체적인 마케팅 활동 수행에 영향을 주었다는 점에서 의의를 찾을 수 있다.

Abstract

This study examined the factors affecting team loyalty of professional baseball fans. The factors were divided into the game factors and service differentiation factors. For the analysis, investigators visited stadium and a total number of 257 fans from seven baseball teams were sampled by a convenience sampling method. The regression analyses show Performance, Player, Responsiveness and Empathy have positive relations with Team Loyalty. Physical Environment and Interaction effects, however, have not been proved to have any positive effects on Team Loyalty contrary to the expectation. This study is specially meaningful in a sense that it has tried to apply differentiation concepts to professional sport industry in Korea. Even though several hypotheses have not been confirmed, this study will contribute to related studies and provide significant implications for managers in the industry simultaneously, since it has attempted to figure out not only direct effects of main factors but moderating effects of factors in each domain.

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