참여스포츠 소비자들의 지각된 품질, 이미지, 관계지향성, 관계성과의 구조모형

The aim of this study was to examine the causal relationship among sport facility consumers` perceived quality, images, relationship orientation and relationship performance and then work out a theoretical and practical foundation of relationship marketing strategy for sport facility managers. Study subjects were 200 users of five sport facilities in Seoul and the capital area as of the year of 2008. They were sampled with a simple sampling method. Collected data of 171 users were used in analysis, except data of 29 users of which reliability was problematic. Study findings are as follows: First, sport facility managers must develop and provide a variety of services that can enhance the images of the facility. Second, the images of sport facilities and services must focus on enhancing a relationship performance with consumers. Third, in order to enhance the relationship performance with consumers, sport facility managers must develop a variety of strategies of reinforcing the relationship with consumers and consolidating consumers` reliability in the facility.