프로파일 분석에 따른 서비스품질, CSR, 행위의도 인식 연구:축구팬 소비지출 세분화 기준에 대한 타당성 논의

초록

In the study, In the study, a profile analyzation and recognition analysis about service quality, CSR and behavior intnetion were carried out based on the expenditure of each football spectator. It had a practical purpose which inversely confirm profile analyzation in order to lead a real expenditure of sport spectators and discussed validity of segmentation for consume expenditure. The research targets were 1,668 of football spectators who were selected by convenience random sampling. Various analysis were used such as two stept cluster analysis, correspondence analysis and one-way MANOVA through PASW 18. In result, firstly, it was categorized according to consume expenditure caused by clear market segmentations as high/middle/low pens. Secondly, it was deducted to be able to expect profile of consumer’s behavior by expenditure. Lastly, there was deduction of information which could be utilized when building marketing strategies with service quality, social awareness and motivation depending on consumption level of group of fans. The conclusion deducted by process was that market segmentations of spend standard was able to expect. Therefore, not only investigation and observation was eased but also applications of discriminate marketing was deducted for leading consumption each group.

키워드