회원제 스포츠서비스산업에서 조직학습 및 관계정보처리에 관한 연구

Abstract

This research was conducted to explore the impacts of the inclination for customer relationship and customer-centered management system on the relational information process, and further investigate the causal relationship between the productivity and the outcome of the corporation. For the study questionnaires were conducted with managers who provide quality services and interact with the customers in the sports industry. A total of 116 questionnaires were used in the analysis utilizing the SPSS 10.1 statistic program. The findings of the study are as follows: First, among the membership sports companies, organizational learning and joint information knowledge brought positive and significant effects. The results suggest that in order for the membership-based sports service firms to enhance the relationships with their customers, it is effective to emphasize the objectives of the organizations, the necessity of knowledge and learning, and exchanging information. However, sharing visions and the openness of the firms did not show statistically significant effect on customer relationship aspects. The insignificant effect of shared visions on customer relationships seems to be due to the relatively small size of the firm and also because the human resource system was not efficiently organized. Secondly, the inclination for customer relationship was shown to affect only the areas of reciprocity and obtaining information. This indicates that the efforts for the customer relationships were bringing positive effect on the mutual relationships and acquiring customer information, and yet attempts were not made to approach and apply the data to integrating and recycling the collected consumer information. On the other hand, the customer-centered systems affected the reciprocity, information acquisition, accumulation, approachability, and applicability in positive aspects. Therefore, organizational improvements through high quality service designs took vital part for the organization members to not only efficiently approach and acquire customer profiles, but also practically operated the information for future use. Thirdly, both customer relationships and customer-centered systems significantly influenced the productivity and outcomes of the firms. The result reflects that organizations that amplify the significance of customer-centered systems and strive for positive relationships with the customers contribute greatly to the firm's enduring successful outcomes. Lastly, the relational information process achieved successful communications and periodic meetings with the customers and further utilized the customer information obtained by mutual contacts which lead to outstanding achievement results. Especially, the information utilization was shown to be relatively more valued than mutual relationships regarding the productivity and efficiency aspects among relational information process, which suggests that strengthening information usages is highly important. Additionally, the characteristics of sports service corporations based on membership system puts greater emphasis on the optimistic relationships between internal employees and the customers. Therefore, greater accomplishments can be predicted if firms establish individualization through applying and utilizing useful information. Consequently, not only emphasizing the mutual relationships of effective communications with the customers, but also accentuating the collection of the obtained customer information and seeking a strategic and practical use of the information would be a vital part in bringing success and prosperity to Small-Medium sized firms.