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The purpose of this thesis is to understand customers' needs and wants in the sports market that is the basis of the sports industry and to satisfy them. Also, it is to set up gym's programs or plans that are formed based on that. Furthermore, I'd like to present basic information to those who apply the sports marketing and operate their companies or gyms to help them establis h rational, efficient, and effective business strategies. This thesis is to get information for establishing marketing strategies by understanding the relationship of selective factors of gyms and by measuring users' purpose, motivation of choosing a gym, and its satisfaction among four gyms in Seoul area. The conclusion is as follows: First, regarding the gym users' program satisfaction according to the demographical changes, it showed a difference to satisfaction according to gender, age, and type of education. Second, Satisfaction with instructors and staff at gyms has a difference to gender, marital status, education, and type of monthly income Third, about the level of gym facilities it showed a difference according to gender, marital status, age, education, and type of monthly income.