earticle

영어

The purpose of this study is to provide preliminary data of future- oriented marketing strategies for maintaining members of sports centers. Also this study figures out the segmented factors of customers behavior and provides useful information to customers by investigating social factors, motivations, durations of participation and satisfactions of sports center customers in sociology of population aspects. This study is based on population who are participating in 7 sports entries at the sports facilities located in Yeosushi Jeollanam-do and Gwangju. With these population, analysis of variance and simple and multiple regressions were executed to testify validity and reliability. In results, first, achievement factors and social factors affected as positive factors to the use of sports centers in terms of social factors of customers and the use of sports centers. Second, in relations of physical factors of customers and the use of sports centers, customers physical conditions and health caring affected positively to the use of sports center. Third, factors of satisfactions and exchanging information among members were shown positive aspect to the relations between customers satisfaction to the sports centers’ facilities and the use of sports centers. Considering the results from research, social factors, physical factors and the uses of facilities effected significantly to the use of commercial sports centers. To maintain sports center businesses effectively, customers satisfactions factors which consider customers characteristics of using behavior should be considered. Also, customer-based programs and marketing strategies are needed for management of competitive sports centers.