Abstract

Purpose This paper studies the effects of relationship marketing factors of sports centers on commitment to relationship and intention to recommend. Design/methodology/approach A statistical survey was used for quantitative research, and in-depth interviews, for qualitative research, according to the mixed methods research. Findings The results of the quantitative research show that the relationship marketing factors of bonding, facility, and price positively influence commitment to relationship. Expertise and facility positively influence intention to recommend. Finally, commitment to relationship positively influences intention to recommend. Practical implications Sports centers could build relationships based on polite and hospitable service, and host monthly events for building rapport among members. Instructors’ expertise promotes bonding and serves as the most essential factor for intention to recommend. Sports centers must adequately introduce promotions related to rational consumption and specialized promotion. Centers that are managed too carelessly or frugally will have a highly negative impact on customer relationship and intention to recommend. Originality/value This study aims to empirically analyze customer needs by comparing the results of in-depth interviews with customers based on the results of quantitative studies through mixed methods research. It determines the relationships between the aforementioned variables, providing practical implications through analysis of the customers’ subjective consciousness by focusing on sports facilities in order to secure competitive advantage, and thus, overcome financial difficulties.

Conclusion

The study found that, among the relationship marketing factors, bonding, facility, and price positively affected commitment to relationship. Expertise and facility exerted a positive impact on customer intention to make a positive recommendation. Moreover, commitment to relationship has a positive effect on intention to recommend. Among factors of relationship marketing, the facility is related to both commitment to relationship and intention to recommend, which suggests that sports center managers should focus on facility maintenance, equipment purchase, and management based on diverse customer surveys. Managers should also consider adopting measures to promote sports center group meetings for greater bonding. They must provide an expertise-building program for employees to nurture personnel who fit the current market trends. In other words, the findings of this study offer practical information on how to run sports centers, which are currently facing difficulties, by identifying factors of sports center promotion.

However, this study holds certain limitations. First, the study was conducted on a limited group of people who had been using services provided by large-scale commercial sports centers located in Korean metropolitan areas. As such, further research should cover a wider range of users. For instance, these users tend to visit facilities close to their residence frequently. However, some sports resorts, such as golf and ski resorts, typically target travelers who would not make frequent visits. In this regard, there is a need for relationship marketing studies to examine such travelers, and compare them with sports center users in order to identify characteristics and differences. Such studies could present accurate data that helps better manage different types of sports facilities.