earticle

영어

The purpose of this study was to identify the influence of service quality of pro-basketball team on club image, customer satisfaction and club loyalty. For this purpose, this study used convenience sampling method with the 392 subjects who used customer in 2012-2013 pro-basketball game and chose 316 questionnaires excluding 76 unsuitable for the data. Data processing was analyzed for the propose of this study by under program of Window Ver. SPSS 15.0 and AMOS 7.0. Analyzing data through this study procedure, the following result was obtained: First, service quality of pro-basketball team had significant positive influence on club image. Second, club image had significant positive influence on customer's satisfaction. Third, customer's satisfaction of pro-basketball team had significant positive influence on club loyalty.