The purpose of this study was to investigate importance-performance analysis (IPA) for selection attribute with members registered for effective management of sports center within campus and to suggest a basic information for planning and strategies which could effectively retain extant members and appeal to newcomers for manager of sports center within campus.
This study selected 3 sports centers which provided over 3 events among 11 sports centers within university in Busan Metropolitan City. The total of 400 survey questionaries were distributed to members in sports center. The sample consisted of 375 data excluding 25 questionaries which were incomplete was available. The statistically significant level was 0.05 of alpha for data analysis. Frequency analysis and exploratory factor analysis for construct validity were conducted, and coefficients of Cronbach''s α for reliability were yielded using SPSS 23.0. To identify any difference between importance and performance, paired t test and IPA analysis were conducted.
The findings showed as belows. First, when the result of priority of order of importance and performance was discussed, Priority of order of items of importance for selection attributes in sports center within campus was described in order of ‘indoor facilities sanitariness’, ‘treatment competence of customer complaint’, and ‘programs schedule depending on exercise level’, and as well priority of order of items of performance was described in order of ‘appropriation of monthly class and service hours’, ‘variety and interest of monthly class and service hours’, and ‘indoor facilities sanitariness’. Second, when the analysis results of any difference between importance and performance were discussed, there were statistically significant differences on 14 items excluding ‘customer service attitude’ and ‘discount and promotion’ among 16 items. Third, when the result of importance-performance analysis on selection attribute of sports center within campus were discussed, The first quadrant(Focus here) included ‘appropriation of monthly class and service hours’, ‘variety and interest of monthly class and service hours’, ‘programs schedule depending on exercise level’, ‘indoor facilities sanitariness’. ‘professional staff’, ‘customer service attitude’, and ‘treatment competence of customer complaint’. The second quadrant(Doing great, Keep it up) included monthly use fee. The third quadrant(Low Priority) included ‘interior temperature and ventilation’, ‘convenience of public transport’, ‘accessibility to house and office’, and ‘discount and promotion’. The fourth quadrant(Overdone) included ‘appropriation of fixed number in program’, ‘variety fitness equipment and space occupancy’, ‘preparation of safety facilities’, and ‘nice appearance of staff’.
Based on these findings, the following operating methods are proposed. First, since the university''s sports center is relatively limited in terms of management and administration, immediate measures should be taken to ensure that controls and inspections take place at the minimum time. Second, since the composition of the sports centers within the university has different time periods for each age group, proper operation plans should be developed for each time zone. Third, strategic marketing should be established to highlight positive aspects of the university, using them as an effective means of promoting its image through the sports center within the university. Finally, the university''s sports centers should actively pursue operations and management to coexist on the welfare side and on the profit side.