2006 Fiscal Year Final Research Report Summary
A strategic study on the relationship marketing for a human service organizations
| Project/Area Number |
17500433
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Sports science
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| Research Institution | Fukuoka University of Education |
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Principal Investigator |
NAKANISHI Junji Fukuoka University of Education, Faculty of Education, Associate Professor (90243849)
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| Project Period (FY) |
2005 – 2006
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| Keywords | human service organizations / relationship marketing / service strategy / tangibility strategy / synchronization strategy / identification strategy / sysytematization strategy / homogenization strategy |
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| 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.
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