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1 Analysis of the importance-satisfaction analysis of service quality perceived by users at the screen baseball Sunyun Shin, Kwangmin Cho*, & Jung-sup Bae Yonsei University [Purpose] [Methods] [Results] Ⅰ Ⅱ Ⅲ [Conclusion] Key words:

3 Table 1. Demographic characteristics of screen baseball users Age Frequency of using screen baseball (1 year per person) Cost to use, (Total cost per person: games and food & beverage) Concepts n % 20 s s s s under over under over

4 Table 2. Summary of the scales used Scale Service Quality Demographics Items Tangibility, Assurance, Reliability, Responsibility, Empathy Age, Frequency of using Screen baseball, Cost to use, How to visit Number of questions 21 TOTAL 25 4

Table 3. Exploratory factor analysis of service quality Factor Items 1 2 3 4 5 Respond quickly to requests.899.154.191 -.030.116 Responsibility Member convenience.889.105.224 -.022.

5 Table 3. Exploratory factor analysis of service quality Factor Items Respond quickly to requests Responsibility Member convenience Provide immediate service Continuous service delivery Trust in employees Assurance Attitude toward members Safety of facilities Knowledge of employees Trust in the program Employee's interest and efforts Reliability Service promised to customers Provision of program Records management Considering the position of members Assurance Matching time of use Understanding the needs of members Attention to members Facilities suitable for baseball Tangibility Dress and appearance of staff Internal facilities Modern facilities and equipment Eigen Values Variance% Accumulation% Fig. 1. IPA matrix

6 Fig. 2. Slack's(1994) diagonal model

7 Table 4. The importance and satisfaction of service quality of screen baseball Division Importance M ± SD Satisfaction M ± SD Modern facilities and equipment Internal facilities Tangibility Dress and appearance of staff Facilities suitable for baseball Average Service promised to customers Employee's interest and efforts Reliability Trust in the program Provision of program Records management Average Continuous service delivery Respond quickly to requests Responsibility Member convenience Provide immediate service Average Trust in employees Safety of facilities Assurance Attitude toward members Knowledge of employees Average Attention to members Matching time of use Empathy Considering the position of members Understanding the needs of members Average Overall average

8 Table 5. Priority of screen baseball service quality importance and satisfaction Importance Satisfaction 1 Considering the position of members Understanding the needs of members 2 Matching time of use Attention to members 3 Understanding the needs of members Service promised to customers 4 Attention to members Knowledge of employees 5 Employee's interest and efforts Attitude toward members 6 Facilities suitable for baseball Trust in employees 7 Trust in the program Dress and appearance of staff 8 Provision of program Safety of facilities 9 Records management Matching time of use 10 Service promised to customers Considering the position of members 11 Internal facilities Employee's interest and efforts 12 Dress and appearance of staff Records management 13 Modern facilities and equipment Continuous service delivery 14 Safety of facilities Trust in the program 15 Attitude toward members Modern facilities and equipment 16 Respond quickly to requests Provision of program 17 Provide immediate service Respond quickly to requests 18 Continuous service delivery Provide immediate service 19 Trust in employees Facilities suitable for baseball 20 Member convenience Internal facilities 21 Knowledge of employees Member convenience Table 6. Verification of the importance and satisfaction difference of screen baseball service quality Tangibility Reliability Responsibility Assurance Empathy Division Importance average Satisfaction average t p Modern facilities and equipment Internal facilities Dress and appearance of staff Facilities suitable for baseball Service promised to customers Employee's interest and efforts Trust in the program Provision of program Records management Continuous service delivery Respond quickly to requests Member convenience Provide immediate service Trust in employees Safety of facilities Attitude toward members Knowledge of employees Attention to members Matching time of use Considering the position of members Understanding the needs of members

9 Table 7. Matrix analysis result of screen baseball service quality Section 1 quadrant (status quo) 2 quadrants (concentration effort), 3 quadrants (inferior rank) 4 quadrants (avoid excessive effort) Contents Internal facilities, Dress and appearance of staff, Modern facilities and equipment, Attitude toward members, Facilities suitable for baseball, Trust in employees, Provide immediate service Continuous service delivery, Knowledge of employees, Member convenience, Safety of facilities, Trust in the program Respond quickly to requests, Service promised to customers, Provision of program, Records management, Employee's interest and efforts Matching time of use, Considering the position of members, Understanding the needs of members, Attention to members Fig. 3. IPA matrix Ⅰ Ⅱ

10 Table 8. Matrix analysis result of screen baseball service quality Section Contents Needs urgent attention - Improvement Appropriate Excess Continuous service delivery, Knowledge of employees, Member convenience, Safety of facilities, Trust in the program, Internal facilities, Dress and appearance of staff, Attitude toward members, Respond quickly to requests, Records management Facilities suitable for baseball, Trust in employees, Provide immediate service, Modern facilities and equipment, Employee's interest and efforts Matching time of use, Considering the position of members, Understanding the needs of members, Attention to members Fig. 4. IPA and Slack's(1994) diagonal model matrix Ⅲ Ⅳ

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14 Cheng, J. S.(2008). Sports Industry: Current status of golf equipment industry in Korea. Korea Institute of Sport Science Chin, J. H., & Ma, Y. S.(2015). A Study on the Structural Model of Screen Golf Consumer`s Perceived Quality, Service Value, Consumer Satisfaction and Image. Journal of Korean Physical Education Association for Girls and Women, 28(4), Chin, J. H., & Kwag, M. S.(2015). Study on the Structural Relationship of the Screen Golf Customer s Perceived Quality, Image, Relationship Orientation, Customer Satisfaction and Relationship Performance. Journal of Korean Physical Education Association for Girls and Women, 29(1), Choi, E. Y., Jeon, Y. B., & Koo, S. Y.(2015). Marketing Strategy for Attracting Customers in Screen Baseball. Journal of Sport and Leisure Studies, 61, Cronin Jr, J. J., & Taylor, S. A.(1992). Measuring service quality: a reexamination and extension. The journal of marketing, Gameone(2016). Guadagnolo, F.(1985). The importance-performance analysis: An evaluation and marketing tool. Journal of Park and Recreation Administration, 3(2), Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L.(2006). Multivariate data analysis(vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall. Hammitt, W. E., Bixler, R. D., & Noe, F. P.(1996). Going beyond importance-performance analysis to analyze the observance-influence of park impacts. Journal of park and Recreation Administration, 14(1), Hankyung( ). Screen baseball hot popular... Monthl y sales 100 million stores. Hankyung, com/news/app/newsview.php?aid= h Hong, S. E.(2005). A Study on Relationship Among Perception of Expectations Ski Resort's Service Quality, Visitor Satisfaction and Behavioral Intentions. Korean journal of physical eduaction, 44(3), Lee, H. J.(2011). Effect of the Service Quality on Customer Satisfaction and Repurchase Behavior in the Korea Screen Golf Clubs. Journal of Sport and Leisure Studies, 46(1), Lee, K. R.(2010). Study on IPA Analysis about Service Quality of Golf Driving Range, Expectancy-disconfirmation and Switching Behavior. Unpublished Doctoral Thesis, Chosun University. Lee, M. Y., Kang, J. H., & Jeon, I. K.(2013). A Study on The Effect of Smart Phone Fitness Application(App)`s Service Quality on Satisfaction after use, Trust, Immersion and Willingness to Continue to Use. Korean journal of physical eduaction, 52(2), Lee. S. H.( ). Screen baseball, rising popularity base ball base... Real Baseball Zone 28% increase in female visitors. Focus News Nunnally, J.(1978). Psychometric methods. Kim, B. M., Lim, S. Y., & Lee, H. K.(2011). Reality Dominating Process of Virtual Reality sign within Screen Golf. Korea Sport Society, 24(3), Kim, J. M.(2015). Evaluating Service Quality of Screen Golf Club Users through IPA. The Korean Journal of Physical Education, 54(3), KOCCA(2016). Content Industry Trend Analysis Report for Q Koo, S. Y., Jeon, Y. B., & Choi, E. Y.(2015). Improvement and Promotion Plan for the Screen Baseball Utilization. Korean journal of physical eduaction, 54(4),

15 Shemwell, D. J., Yavas, U., & Bilgin, Z.(1998). Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship-oriented outcomes. International journal of service industry management, 9(2), Shin, S. M., & Ok, S. C.(2017). Participation of Park Golfers with Physical Disabilities on Leisure Involvement. The Korean Journal of Sport and Exercise Commitment, 15(1), Slack, N.(1994). The importance-performance matrix as a determinant of improvement priority. International Journal of Operations & Production Management, 14(5), Parasuraman, A., Zeithaml, V. A., & Berry, L. L.(1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, Parasuraman, A., Zeithaml, V. A., & Berry, L. L.(1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12. Pyo, S. S.(2008). Importance and asymmetry in tourism importance-performance analysis. Journal of Kyonggi Tourism Research, 12, Yang, D. E., Hwang, G. T., & Song, C. S.(2017). The Effect of Participation Motivation of Screen Baseball Visitors on Customer Satisfaction and Loyalty. Journal of Sport and Leisure Studies, 67, Ⅰ Ⅱ Ⅲ Ⅳ

Job Satisfaction and Service Quality between Non-regular and Regular workers in Commercial Sports Facilities: Based on Qualitative Method Bokyeon Kim

Job Satisfaction and Service Quality between Non-regular and Regular workers in Commercial Sports Facilities: Based on Qualitative Method Bokyeon Kim & Jinho Choi* Dongduk Women s University Table 1.