스포츠센터 회원들의 이용실태와 만족도에 관한 연구

Abstract

This study is to examine trends of sports center users and further suggest its marketing strategies. Subjects of research are 300 male and female sports center users in Gwangju metropolitan city and they are selected by simple random sampling. Questionnaire with interview was conducted from March 16 to 26, 2005 and 254 responses except unfaithful answers were used as analysis data. Results of research were analyzed with frequency analysis, x2-test (Chi-square test), T-test and variance analysis of actual conditions and satisfaction of sports center users according to subjects' demographical characteristics by means of SPSS 10.0 program. 1) Actual Conditions of Using Sports Center It was found that sex showed significant difference in period of use, source of information and traffic means among variables related to sports center use, age did in period of use, traffic means, purpose of use, source of information, recommender, sports items, frequency and hours of use, health conditions before and after use and continuance or stopping of use, and education did in period of use, traffic means, purpose of use, source of information, recommender, companion, sports items, frequency and hours of use and health conditions before and after use. It was found that job showed statistically significant difference in period, purpose and frequency of use and companion among variables related to sports center use, monthly income did in period of use and traffic means, companion, frequency and hours of use, hours of exercise per hour, health conditions before and after use and continuance and stopping of sports center use. 2) Satisfaction with Sports Center Use It was known that education showed significant difference in facility among variables related to satisfaction with sports center and job did in coach among variables related to sports center satisfaction. Finally, this study was significant in that it offers basic materials for sports marketing strategies related to behavioral characteristics of sports center use. It is expected that these research results seek various characteristics of sports consumers and their requirements and they are utilized as useful materials to perform in-depth researches.