프로스포츠팀 속성이 중국 관람객의 관계 품질 및 재 관람의도에 미치는 영향

Effects of Professional Sports Teams Factors on Relationship Quality and Revisit Intention of Chinese spectators

Watching sports game has become one of the most popular entertainments and a part of time-consuming activities, Obviously the sports industry is a high value-added market that has unlimited potential. However, most of the domestic professional sports teams serve games only as a PR function for the companies. In this age of competition, the professional sports entrepreneurs should design systematic and scientific marketing strategies to maintain the loyalty of the existing fans, as well as to attract new spectators. This research is conducted to figure out the sports teams factors to attract sports fans from relationship marketing perspective. The previous relationship marketing studies were focused only on department stores or on retail businesses. However, the concept of relationship marketing is about how companies can maintain the existing customers, and this can be applied to sports market as well. The results suggest that if the professional sports fans are generally satisfied, they would show more revisit intention regardless of relationship level. As for the relationship-oriented fans, it is shown that they are more likely to revisit the game once they are confident in the relationship marketing factors of a professional sports team. Also, it has been found that since the team unity grows in accordance to the confidence, the team unity and confidence are very important factors to consider in relationship marketing of pro-sports teams. This study can be said to have made some meaningful contributions by finding out different levels of relationship between a professional sports team and their fans have different impacts on the revisit intention. However, there are some limitations on this study, such as narrow choice of variables and small sample size. These limitations are expected to be overcome in the future research.