프로축구 관객의 지각된 서비스품질과 관계품질 및 재 관람의도의 관계에 관한 연구

The purpose of this study is to present and identify the relationship between the perceived service quality, the relationship quality and re-purchasing intention in professional football. In this study, the relationship quality were composed of the spectator satisfaction, trust and commitment. The perceived service quality were composed of technical quality, functional quality and environmental quality. For this study, the home team’s spectators of FC Seoul, Daejeon Citizen in ‘Hyundai Oilbank K-league 2011’ were selected through a random sampling method, and 335 valid samples were utilized. With the results of questionnaires, SPSSWIN Ver. 18.0 and AMOS 18.0 were used to process data. And then, verifying the suitability of a model, each theoretical situation was confirmed. The validity was the first analysed through frequency analysis, reliability analysis, exploratory factor analysis and confirmatory factor analysis, and then, testing the goodness of fit of the research model, the individual hypothesis was verified through Structural Equation Model analysis. The empirical analysis concludes as follows. First, technical quality and functional quality were found to positively impact on spectator satisfaction. But environmental quality was not found to positively impact on spectator satisfaction. Second, technical quality and functional quality were found to positively impact on trust. But environmental quality was not found to positively impact on trust. Third, spectator satisfaction was found to positively impact on trust. Spectator satisfaction was found to positively impact on commitment. Trust was found to positively impact on commitment. Fourth, spectator satisfaction was found to positively impact on re-purchasing intention. Commitment was found to positively impact on re-purchasing intention. Trust was not found to positively impact on re-purchasing intention, but trust was found to indirect impact on re-purchasing intention. According to the result of empirical analysis, this study has raised theoretical implications (the spectator relationship quality‘s importance, the spectator relationship quality components, the perceived service quality components and so on) and strategical implications(more concerned with technical quality, functional quality and make a good relationship with the spectators).