프로스포츠구단의 고객관계관리가 비재무적 경영성과에 미치는 영향

Abstract

The purpose of this study is to suggest a strategic plan for maximizing business performance of professional sports teams through verifying the influence of such CRM success factors of professional sports teams on business performance. The subject group of this study consisted of thirty-three domestic mainstream professional sports teams across three types of group sports. The study was conducted using a questionnaire format survey and collected data was analyzed through the statistical and analysis programs SPSS(version 18.0). The results of this study were as following; First, among CRM success factors, customer orientation, and organizational culture and staff of professional sports teams significantly influence customer performance of non-financial business performance factors. However, CEO support and interdepartmental collaboration did not significantly influence customer performance. Second, Organizational culture and staff of professional sports teams significantly influence the education and training of non-financial business performance matters. Moreover, CEO support, customer orientation, and interdepartmental collaboration do significantly influence education and training. Third, culture and staffs, interdepartmental collaboration, and customer orientation of professional sports teams significantly influence growth of non-financial business performance. However, CEO support negatively influence on growth. Fourth, organizational culture and staffs, interdepartmental collaboration, and customer orientation of professional sports teams significantly influence internal operational processes relating to non-financial business performance, however, CEO support does not significantly influence internal operational processes. It can be concluded that the role of chief executive officer in professional spots team should be increased to maximize the business performance of professional sports team introducing and utilizing CRM.