프로야구단의 사회공헌활동과 구단이미지, 고객충성도와의 구조적 관계

초록

The study was aimed to investigate the strategic implications which involved in the social contribution activities of Korean professional baseball team. The questionnaires were distributed in three baseball stadiums from May 8th to 14th in 2011. Finally 300 questionnaires were used for this study. Data were collected using a survey via convenience sampling method, and confirmatory factor analysis, structural equation modeling by using AMOS 18.0 were utilized to examine the following results. First, the hypothesis 1 of this study was partially verified. Only donation and volunteer work factor positively impacted on team image. Second, the team image factor had a effect on customer royalty. In conclusion, the team image formed by customers’ understanding about the social contribution activities of pro-baseball team acts as an influencing factor for customer loyalty.

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