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A strategic study on the relationship marketing for a human service organizations

Research Project

Project/Area Number 17500433
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeSingle-year Grants
Section一般
Research Field Sports science
Research InstitutionFukuoka University of Education

Principal Investigator

NAKANISHI Junji  Fukuoka University of Education, Faculty of Education, Associate Professor (90243849)

Project Period (FY) 2005 – 2006
Project Status Completed (Fiscal Year 2006)
Budget Amount *help
¥2,400,000 (Direct Cost: ¥2,400,000)
Fiscal Year 2006: ¥800,000 (Direct Cost: ¥800,000)
Fiscal Year 2005: ¥1,600,000 (Direct Cost: ¥1,600,000)
Keywordshuman service organizations / relationship marketing / service strategy / tangibility strategy / synchronization strategy / identification strategy / sysytematization strategy / homogenization strategy / 情報技術(IT) / 顧客関係性マーケティング / 会員情報データベース / Webページ(ホームページ) / 関係性マーケティング
Research Abstract

Commercial sport and fitness clubs (CSFCs) are human service organizations (HSOs) run as businesses that produce and deliver quality sport services to sports consumers. The purpose of this study was to examine and explain the relationship marketing strategy for CSFCs as the HSO.
In order to pursue this purpose, the hypothetical construct of the service strategy was operationalized by a total of 25 statements categorized under five dimensions such as "tangibility strategy", "synchronization strategy", "identification strategy", "systematization strategy", and "homogenization strategy". Questionnaires containing the 25 statements were distributed to a total of 981 CSFCs managers and to a total of 650 club members at three CSFCs(Club X, Club Y, and Club Z). CSFCs' survey returned one hundred ninety-eight usable questionnaires, resulting in a response rate of 20.2%. On the other hand, club members' survey returned three hundred seventy-nine usable questionnaires, resulting in a response rate of 58.3%. The statistical techniques employed to identify the overall structure of the relationship marketing strategy in CSFCs were Item-Total correlation analysis, factor analysis, principal component analysis, Cronbach's reliability analysis.
The main findings suggest that the above five dimensions of relationship marketing strategy can be a valid and appropriate viewpoint for creating the sport marketing strategy in CSFCs as the HSO.

Report

(3 results)
  • 2006 Annual Research Report   Final Research Report Summary
  • 2005 Annual Research Report
  • Research Products

    (7 results)

All 2007 2006 2005

All Journal Article (6 results) Book (1 results)

  • [Journal Article] 民間スポーツ・フィットネスクラブにおけるヒューマン・サービス組織特性に関する実証的研究2007

    • Author(s)
      中西 純司
    • Journal Title

      体育学研究 52・3

      Pages: 273-287

    • NAID

      110006549129

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2006 Final Research Report Summary
  • [Journal Article] An empirical study on the multi-dimensionality of human service organization properties in commercial sport and fitness culbs.2007

    • Author(s)
      Junji NAKANISHI
    • Journal Title

      Japan Journal of Physical Education, Health and Sport Sciences Vol.52, No.3

      Pages: 273-287

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2006 Final Research Report Summary
  • [Journal Article] 民間スポーツ・フィットネスクラブにおけるヒューマン・サービス組織特性に関する実証的研究2007

    • Author(s)
      中西純司
    • Journal Title

      体育学研究 52(3)

      Pages: 1-15

    • NAID

      110006549129

    • Related Report
      2006 Annual Research Report
  • [Journal Article] スポーツマーケティング・マネジメント学の展望-体育・スポーツ経営学における需要調整の科学-2006

    • Author(s)
      中西 純司
    • Journal Title

      福岡教育大学紀要(第五分冊) 第55号

      Pages: 49-60

    • NAID

      40007389884

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2006 Final Research Report Summary
  • [Journal Article] A perspective study on the discipline of sport marketing management : new sciences for the meeting of supply and demand in sport management.2006

    • Author(s)
      Junji NAKANISHI
    • Journal Title

      Bullentin of Fukuoka University of Education(Part V) Vol.55

      Pages: 49-60

    • NAID

      120006379004

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2006 Final Research Report Summary
  • [Journal Article] スポーツマーケティング・マネジメント学の展望-体育・スポーツ経営学における需要調整の科学-2006

    • Author(s)
      中西純司
    • Journal Title

      福岡教育大学紀要(第五分冊) 第55号

      Pages: 49-60

    • NAID

      40007389884

    • Related Report
      2005 Annual Research Report
  • [Book] 図解 スポーツマネジメント2005

    • Author(s)
      山下秋二, 原田宗彦[編著]
    • Total Pages
      207
    • Publisher
      大修館書店
    • Related Report
      2005 Annual Research Report

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Published: 2005-04-01   Modified: 2016-04-21  

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