LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

수상레저스포츠 시설의 SNS 마케팅활동, 고객만족도 및 행동의도의 인과관계

Author

김민아, 이상일, 유현순, 황인선

Journal Title

한국체육과학회지

Publication Year

2021

Topics

#Marketing

Summary

This study investigated the causal relationship between SNS marketing activities of water leisure sports facilities and customer satisfaction and behavioral intention. A survey was conducted among participants at one facility in Gyeonggi-do and three windsurfing sites in Seoul, with data from 269 respondents analyzed. The results showed that SNS marketing activities partially significantly affected customer satisfaction, and customer satisfaction significantly affected behavioral intention.

Journal Influence

[한국체육과학회지]