부산 수영요트경기장의 마케팅 전략을 위한 만족도 분석

Abstract

The purpose of this study is to provide basic information for establishing marketing strategies of Pusan yachting center by investigating and analyzing the satisfaction of marine sports club members using the center. For the purpose, this researcher made a questionnaire survey of 73 marine sports club members who were male and paying a monthly charge to use Pusan yachting center. Data from the survey were statistically processed and analyzed using SAS 9.1 Version for Window. Results of the study can be summarized as follows. First, scores for mooring, storing, logistics and cleaning systems of the yachting center were not significant different among the surveyed club members in accordance with all their characteristics. For the boat raising and descending system of the yachting center, those club members in their 20s, 30s, 50s, 60s or over and 40s gave, respectively, 4.00, 2.40, 2.35, 1.75 and 1.69 points. Thus score for the system showed significant differences among the subjects in accordance with their age, but didn't in accordance with their educational background, monthly income, occupation and yacht operation experience. For repair and inspection systems of the yachting center, marine sports club members in their 20s, 50s, 30s, 40s and 60s or over gave, respectively, 2.50, 1.75, 1.60, 1.34 and 1.00 points. There were significant differences in score for the systems among the club members in accordance with age(p<0.01). For the systems, the club members whose monthly income was 2.29 million won or below scored 2.27 points, those whose monthly income was 7.00 to 8.99 million won, 1.50 points, 5.00 to 6.99 million won, 1.45 points, 3.00 to 4.99 million won, 1.44 points, 11.00 million won or over, 1.43 points and 9.00 to 10.99 million won, 1.00 point. Thus score for repair and inspection systems of the yachting center were significantly different among marine sports club members in accordance with their monthly income. However, the score showed no significant difference among the club members in accordance with their educational background, occupation and yacht operation experience. Second, for parking lot as a subsidiary facility of the yachting center, those club members whose monthly income was 2.99 or below, 11.00 or over, 7.00 to 8.99, 9.00 to 10.99, 3.00 to 4.99 and 5.00 to 6.99 million won gave, respectively, 3.82, 3.14, 3.00, 3.00, 2.89 and 2.45 points, showing significant differences among the groups of the members(p<0.01). But score for the parking lot was not significantly different among the club members in accordance with their age, educational background, occupation and yacht operation experience. For the shop of the center, those club members in their 20s, 60s or over, 30s, 50s and 40s scored, respectively, 3.50, 2.25, 2.00, 2.20 and 1.78 points. Thus score for the shop showed significant differences among the subjects in accordance with their age. But the score were not significantly different among the subjects in accordance with their educational background, monthly income, occupation and yacht operation experience. Score for the center's rest room, was 2.80, 2.67, 2.59, 2.50, 2.13 and 1.00 points, respectively, in part of those club members who were a professional expert, technician, self-employed businessman, manager and executive, showing significant differences among the groups of the members(p<0.05). But the score showed no significant differences among the subjects in accordance with their age, educational background, monthly income and yacht operation experience. Third, scores for charges for mooring and boat raising and descending were not significantly different among the subjects in accordance with all their characteristics. For parking fee, the subjects in their 20s, 50s, 60s or over, 40s and 30s scored, respectively, 4.00, 2.80, 2.75, 2.47 and 2.33 points. Thus score for the fee was significantly different among the club members in accordance with their age(p<0.05) in accordance with their educational background, monthly income, occupation and yacht operation experience. Fourth, score for procedure treatment service by employees of the center were not significantly different among the subjects in accordance with all their characteristics. For the kindness of the yachting center's employees, the surveyed club members in their 20s, 60s or over, 50s, 40s and 30s gave, respectively, 4.50, 2.75, 2.45, 2.28 and 1.80 points. For the kindness, the club members who graduated from graduate school or over, high school or below and college scored, respectively, 2.63, 2.53 and 2.20 points. Thus score for the employees' kindness showed significant differences among the subjects in accordance with their educational background(p<0.05). But the score was not significantly different among the club members according to their monthly income, occupation and yacht operation experience. For the employees' responsiveness, the subjects in their 20s, 60s or over, 50s, 40s and 30s gave, respectively, 4.00, 2.75, 2.70, 2.34 and 1.80 points, showing significant differences among the groups of the club members(p<0.05). But score for the responsiveness showed no significant differences among the members in accordance with their educational background, monthly income, occupation and yacht operation experience. For the employees' solving of customer complaints, those club members in their 20s, 50s, 60s or over, 40s and 30s gave, respectively, 4.50, 2.50, 2.25, 2.13 and 1.80 points, showing significant differences among the groups of the members(p<0.01). But score for the solving showed no significant differences among the subjects in accordance with their educational background, monthly income, occupation and yacht operation experience. For personal styles of the employees, the subjects in their 20s, 60s or over, 50s, 40s and 30s gave, respectively, 4.50, 3.00, 2.75, 2.50 and 2.33 points, showing significant differences among the groups of the club members(p<0.01). But score for the styles showed no significant difference among the subjects in accordance with their educational background, monthly income, occupation and yacht operation experience.