지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.18, No.3
- 발행연도
- 2011.9
- 수록면
- 91 - 110 (20page)
이용수
초록· 키워드
오류제보하기
Korea professional baseball industry has grown to take the lion's share of the domestic sports industry, but still does not make break even. The purpose of this study is to examine the financial impact of adopting the Customer Relation Management (CRM) approach on the profitability of Korea professional baseball industry. We use a measuring tool called entropy used in ID3 decision tree algorithm. In the paper, we specify five the most important factors that affect spectator satisfaction based on the previous literature, perform survey analysis, calculate entropy values, and find the results. We predicted the change in revenues when we adopt CRM by checking the spectators' willingness to pay more when the conditions of each factor are improved. We find that we can reap significant fruits of the effect of CRM introduction through enhancing 'game content factor' and 'game promotion factor' among the five factors. We also find that we can increase the revenues of domestic professional baseball teams to 2.4 times or 2.1 times the current level if we manage intensively those two factors. respectively. It is very surprising to see that the improvement in total revenues makes both ends meet for domestic professional baseball teams. This clearly demonstrates the effectiveness of CRM approach in improving the profitability of organizations.
목차
Abstract
1. Introduction
2. Definition and Objective of CRM
3. Characteristics and Success Factors of Korea Professional Baseball Industry
4. Research Methodology
5. Conclusions and Suggestions
Reference
Appendix
Author Profile
참고문헌 (25)
참고문헌 신청
1. [학술지(정기간행물)] - Beatty, S. / 1988 / The involvement commitment model : theory and implication / Journal of Business Research 16 (2) : 149 ~ 167
2. [학술지(정기간행물)] - Bitner, M. J. / 1992 / The impact of physical surroundings on customers and employees / Journal of Marketing 56 : 57 ~ 71
3. [학위논문] - Cho, Y. C. / 2003 / A study on the analysis of the discriminative marketing elements for professional team / 박사 / Choong Ang University
4. [학위논문] - Choi, Y. J. / 2006 / The Effect of Professional Sports Watching Factors of Juvenile on Spectators’ Return Intention / 석사 / Kookmin University
5. [학술지(정기간행물)] - Conway, T. / 2000 / International relationship marketing-The importance of psychic distance / European Journal of Marketing 34 : 1391 ~ 1414
2. [학술지(정기간행물)] - Bitner, M. J. / 1992 / The impact of physical surroundings on customers and employees / Journal of Marketing 56 : 57 ~ 71
3. [학위논문] - Cho, Y. C. / 2003 / A study on the analysis of the discriminative marketing elements for professional team / 박사 / Choong Ang University
4. [학위논문] - Choi, Y. J. / 2006 / The Effect of Professional Sports Watching Factors of Juvenile on Spectators’ Return Intention / 석사 / Kookmin University
5. [학술지(정기간행물)] - Conway, T. / 2000 / International relationship marketing-The importance of psychic distance / European Journal of Marketing 34 : 1391 ~ 1414
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UCI(KEPA) : I410-ECN-0101-2013-005-000773184