풀코스 마라톤 참가자의 서비스 만족과 재참가 의도간의 관계

Relationship between full-course marathoners' service satisfaction and their re-attendance intention: The 2003 JoongAng Seoul Marathon

Using marathon club membership as a segmentation variable, author investigated the relationship between full-course marathoners’ satisfaction dimensions of service attributes and their re-attendance intention in future racing. The analysis revealed that there were six satisfaction dimensions such as race management, awards and events, ancillary service, entry service, eligibility requirements, and pre-race programs. Marathoners placed higher satisfaction mean scores on these six dimensions than did their counterparts. In terms of the relationship between runners’ satisfaction dimensions and their re-attend intention, race management and pre-race programs had an effect on members’ re-attend intention whereas race management and entry process had on their counterparts’ re-attend intention.