| Project/Area Number |
23500736
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Sports science
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| Research Institution | Ritsumeikan University (2012-2014)
Fukuoka University of Education (2011) |
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Principal Investigator |
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| Project Period (FY) |
2011-04-28 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥5,070,000 (Direct Cost: ¥3,900,000、Indirect Cost: ¥1,170,000)
Fiscal Year 2013: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2012: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2011: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
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| Keywords | スポーツ経営 / スポーツマーケティング / 民間スポーツ・フィットネスクラブ / 苦情 / 顧客苦情マネジメント戦略 / PDCAサイクル / マーケティング・コンセプト / 市場志向 / マーケティング力 / サービスマーケティング・ミックス / ヒューマンサービス組織特性 / 経営環境の厳しさ / 苦情行動 / 抑制要因 / 刺激要因 / 促進要因 / サービス・クオリティ / 顧客満足・不満足 / 顧客苦情 / 顧客苦情行動 / 顧客ロイヤルティ / サービス・リカバリー / サービス・リカバリー・パラドックス |
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| Outline of Final Research Achievements |
The purpose of this study was to examine a hypothetical conceptual model of customer complaint management strategy(CCMS) in commercial sport and fitness clubs(CSFCs). The main findings are summarized as follows: 1)Using exploratory factor analysis and principal component analysis, a 5-dimensional model of CCMS containing "complaint management organization," "complaint philosophy/complaint simulation," "complaint reaction process," "complaint processing/analysis/reporting," and "complaint information feedback," emerged. Also, the result of confirmatory factor analysis was that the 5-dimensional model has a better fit for the data (GFI=0.883，AGFI=0.837，CFI=0.968，RMSEA=0.040，AIC=330.125); 2)The higher the CSFCOs' MO level became, the more customer complaint management strategy was conducted.
In conclusion, the present findings suggest that the above 5-dimensional model can be a valid viewpoint of relationship marketing strategy for obtaining customer delight and customer loyalty.
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