공공스포츠센터 증가에 따른 민간체육시설업의 경영관리 방안

Recently private sporst facilities were affected a lot by large scale`s public sports center because of its growth. So the purpose of this study was to analyze difference of using satisfaction and grope an effective management plan of private sports facilities caused by increasing public center. For collecting samples, investigation object were selected by members of public center located in Seoul(K,M Ward) and members who register in private sports facilities which provide same programs(swimming, health, Kendo, Taekwondo) as nearby public sports center. This study was carried out not only used the questionnaire through convenient quota sampling but also had an interview deeply with private sports facilities managers. Total 320 samples were handed out and 298(frequency ratio 93.13%) samples were analyzed for this study. The reliability of the questionnaire was found Cronbach`s a .784~.893 through factor analysis. The data were analyzed by using factor analysis, descriptive statistics, independent t-test, one -way ANOVA, and multiple regression through SPSS 12.0 versing. The results were as follows; First, in case of choosing sports center, both public sports center(P1) and private sports facilities(P2) were high in easily access factor and trainer`s speciality. Utilize spare time in P1 and health care in P2 were the highest in main object of utilization. Others` recommendation in P1 and guide brochure in P2 were the highest in access channel. Alone in both P1 and P2 were the highest in companion. Shuttle bus in P1 and public transportation in P2 were the highest in transportation. Second, in the difference of using satisfaction and post purchase behavior based on the type of sports center, P2 was higher than P1 in trainer and price factor.Third, in the difference of using satisfaction and opst purchase behavior according to demographic variables, there were differences in gender, age, educational background, monthly revenue, and occupation. Forth, in the influence of sports center`s using satisfaction post purchase behavior, trainer, program, price, and facility in P1 were opsitively affected by opst purchase behavior Trainer and price in P2 were opsitively affected by ost purchase behavior.