프로배구 서비스품질, 서비스가치 및 만족이 충성도에 미치는 영향

Abstract

The purpose of this study was to investigate the effects of the service quality, Service value and satisfaction on loyalty in Korean Professional Volleyball League(pro-volleyball). For the purpose, this study used convenient sampling method with the 222 subjects(volleyball spectators). the collected data was analyzed in correlation analysis and simple regression analysis, and multiple regression analysis using SPSS 23.0. The results were as follows; First, service quality in pro-volleyball had partially positive effect on service value. Second, service quality in pro-volleyball had partially positive effect on satisfaction. Third, service quality in pro-volleyball was shown to have partially positive effect on loyalty. Fourth, service value had a positive effect on satisfaction. Fifth, service value was shown to have a positive effect on loyalty. Sixth, customer satisfaction had a positive effect on loyalty.