Earticle

초록

영어

The study examined relational marketing in terms of transaction specific satisfaction and cumulative satisfaction in the professional sport industry. The study evaluated the motivation of spectators visiting professional baseball games in 2012 and the satisfaction factors of relationship marketing. In this study, the satisfactions were considered in terms of single satisfaction associated with transaction and gradual satisfaction associated with customer loyalty. The relationship marketing was established considering each factor of marketing strategies, facility, game performance and entertainment. The study categorized the factors for customers to visit games as facility, game performance and entertainment with marketing strategies. The study found out that the customer satisfaction was related with both transaction specific satisfaction and cumulative satisfaction where cumulative one is longer term related. Moreover, cumulative satisfaction will be more related with the long term team financial performance.

목차

Abstract
 1. 서론
  1.1 연구의 필요성 및 목적
  1.2 이론적 배경 및 연구 모형
 2. 연구방법
  2.1 조사 절차 및 조사 대상
  2.2 자료처리
 3. 결과 및 논의
 4. 결론
 참고문헌

키워드

저자

• 염지환 [ Jihwan, Yum | 한양사이버대학교 경영학부 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005