프로골프 선수의 스폰서 만족․불만족 요인에 관한 탐색

초록

The objective of this study is to provide basic data useful for pro golfer and sponsor business as preliminary study to develop scale of satisfaction and dissatisfaction of pro golf sponsor by checking the satisfactory and unsatisfactory factor of sponsor for pro golfer through open questionnaire and in-depth interview and finding and analyzing in-depth potential factor at the same time. For this study, questionnaire was done to male pro golfers visiting golf course to participate in the ‘2010 GS Caltex Maekyung Open’ ‘2010 SK Telecom’ and ‘2010 CJ & TJ Golf, the 53rd KPGA Championship’ as well as female pro golfers participating in ‘2010 Taeyoung Cup the 24th Korea Female Open Golf Championship’ and ‘2010 Woori Investment Securities Ladies Championship.’ Out of 231 respondents, 11 were excluded for insincere response to take 118 male pro golfers and 102 female pro golfers, totalling to 220 respondents for final analysis. The reaction of open question paper in the survey was calculated for thematical frequency. They were categorized into 3 stages, original data, detailed area and general area by using inductive analysis. The result of this study, pro golfers have satisfaction in psychological, golf goods, economical, managing player, motivation, deposit, sense of attachment, PR, corporate image. But they have dissatisfaction in PR, golf goods, psychological, discrimination, managing player, contract, personal factor.

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