What is it about?
This study aim to empirically analyze customer needs of sports centers by comparing the results of in-depth interviews with customers and sports business managers base on the results of quantitative studies through mixed methods research.
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Why is it important?
It determines the relationships between the aforementioned variables, providing practical implications through analysis of the customers’ subjective consciousness by focusing on sports facilities in order to secure competitive advantage, and thus, overcome financial difficulties.
Perspectives
There have been various studies on both relationship marketing for and selection attributes of sports centers that affect customer relationship. However, qualitative researches on variables that affect customer relationship, with respect to these centers, based on in-depth interviews, have been negligible. Therefore, to survive recession and competition, it is vital to clarify the relations between relationship marketing, commitment to relationship, and intention to recommend for stronger customer ties. We thus empirically analyze customer needs by comparing the results of in-depth customer interviews based on the results of quantitative studies, through mixed methods research.
Sheng Yen Lee
Kyonggi University
Read the Original
This page is a summary of: Analysis of relationship marketing factors for sports centers with mixed methods research, Asia Pacific International Journal of Marketing, January 2018, Emerald,
DOI: 10.1108/apjml-01-2017-0004.
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