An empirical study on theory and art of "customer complaint management" in sport management

2014 Fiscal Year Final Research Report

• Project/Area Number: 23500736
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Sports science
• Research Institution: Ritsumeikan University (2012-2014); Fukuoka University of Education (2011)
• Principal Investigator: NAKANISHI Junji 立命館大学, 産業社会学部, 教授 (90243849)
• Project Period (FY): 2011-04-28 – 2015-03-31
• 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

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.

Free Research Field

スポーツ経営学