@article{oai:ksu.repo.nii.ac.jp:00010915, author = {涌田, 龍治 and WAKUTA, Ryuji}, journal = {京都マネジメント・レビュー, Kyoto Management Review}, month = {Mar}, note = {This study aims to empirically clarify the relationship between profitability and customer satisfaction in the service industry, focusing on the influence of promotions. Specifically, partial least squares structural equation modelling (PLS-SEM) is used to clarify the following two aspects. First, the profitability of Japanese professional soccer teams is not entirely explained by customer satisfaction to the same extent as that of life insurance. Second, contrary to life insurance, this profitability is negatively affected by promotions. In other words, marketers of professional sports services are in a dilemma, as the more marketing they do, the more they reduce profitability. Hence, the relationship between profitability and customer satisfaction varies in strength across services in the sense that promotion has contrasting effects in life insurance and professional sports services.}, pages = {61--80}, title = {Profitability, Customer Satisfaction and Promotion in the Service Industry : A Comparative Study of Life Insurance and Professional Sports Services in Japan}, volume = {42}, year = {2023}, yomi = {ワクタ, リュウジ} }