This study explores how the professional baseball team marketing mix influences team loyalty. A questionnaire using simple cluster random sampling surveyed spectators at J baseball stadium in Seoul and those of M baseball stadium in In- chon.
Based on the above methods and data analysis, the results are shown as follows:
First, the demographic characteristics of spectators show a different marketing mix. In detail, compared to female spectators, male spectators are usually more interested in the capabilities oft he star player and manager, the convenience of stadium and parking facilities, the influence of baseball team on the community, and their flexible communication with customers. Furthermore, we can investigate some interesting results from diverse age groups: teenagers are prone to be greatly influenced by the price of the sports products the spectator who earns more income are indicated to be most influenced by baseball players and managers who are intimately related with the baseball game it self and factors concerning the facilities.
Second, several factors, such as primary and subsidiary products of professional baseball teams and players' inward and outward activities, can exert a decisive influence in producing spectators' continuous affection, interest and preference for a specific professional baseball team.
Third, public relations, such as team's products, team's contribution to the community, and inter- communication between team and spectators on or off- line are one of the major factors to maintain and, going one step further, increase the total number of spectators.
Fourth, among the several marketing mix factors, public relations are considerably significant in creating active team loyalty on the basis of psychological activity.