ScholarWorks@숙명여자대학교

초록

The purpose of this study was to find out how pro-volleyball team's association influences on team loyalty and customer loyalty. To accomplish the object of this study, subjects were randomly sampled 535 men and women ages from twenties to forties who watch '06-07 V-league to search traits of population statistics, team association, team loyalty and customer loyalty. The collected data were analyzed through LISLEL(ver. 8.30) to obtain results for analysis of covariance structures. The result was that team association had direct effect on team loyalty and customer loyalty. The team loyalty influenced directly on customer loyalty. Therefore, for the increment of viewers in pro-volleyball, first of all, positive marketing for those that have spent less time in viewing the game must be carried out. Then, each pro-volleyball teams should continuously achieve managements which not only get good mark at the game but also bring star player up and lead active plays. This will make viewers more concentrate on team loyalty and increase viewing members. Eventually it'll develop the environment of pro-volleyball.

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