볼링장 경영환경에 따른 전략적 특성이 경영성과에 미치는 영향

Abstract

This study is intended to examine effects of strategic characteristics on business performance in the business environment of bowling alley. To achieve this goal, this study sampled 250 managers who ran a bowling alley in 2005 using random sampling. Of 230 questionnaires returned, 24 were dropped due to omission of some items and finally a total of 206(82.4%) were used for actual analysis. In order to achieve the goal of this study, a questionnaire survey was selected. Research factors included independence factor(internal and external environment related to business of bowling alley), parameters(strategic characteristics such as R&D, marketing, efficiency, diversified management, and cost-leadership), and dependent factor(business performance such as profitability index and qualitative growth). In order to confirm the loading score of instrument, LISREL' maximum likelihood method was used. Its results suggested high convergent validity. Covariance structure model was conducted and the following results were obtained. First, the result of analysing effects of business environment on strategic characteristics suggests that in external environmental factors, growth had a positive effect on R&D, efficiency, and cost-leadership strategies; complexity factors on R&D, marketing, efficiency, and cost-leadership strategies; and dynamics factors on efficiency strategy. In internal environmental factors, program development and introduction had a positive effect on marketing, efficiency, and cost-leadership strategies; personnel and organization on efficiency, and cost-leadership strategies; and financial structure on had a positive effect on R&D, marketing, efficiency, and cost-leadership strategies. Second, the result of analysing effects of strategic characteristics on business performance suggests that R&D strategy had a positive effect on qualitative growth; marketing on qualitative growth; efficiency on profitability and qualitative growth; and cost-leadership on qualitative growth. Summing up, bowling alley's internal·external environment factors had partial effects on strategic characteristics, and strategic characteristics had significant effects on business performance. Accordingly, bowling alley managers should take flexible action in order to establish business strategy according to changes in business environment of bowling alley. Based on this, they should strive to satisfy members through developing various programs, improving service quality, promoting autonomous price competition, and strengthening tie-up between centers. In conclusion, bowling alley managers may secure proper profitability of bowling alley by establishing a cost-leadership strategy rather than focus on competitive marketing strategies such as seeking a new market or thoughtless ad or PR for collecting members.