レッスンビジネスにおけるベネフィット・セグメンテーション : ダンスカンパニーを対象とした分析と考察

Abstract

The sports service industry has accomplished big growth, and the service corresponding to people's various needs is developing in recent years. The purpose of this study is to focus on the dance lesson to examine the service management in the lesson business and to extract the practical benefit segment. The questionnaire was composed of the demographic characteristics of users, their lesson behavior, their feeling about effect and sport product of service. Samples were gathered from the actual participants of the dance company. Analysis was carried out from multivariate statistical procedure; the quantification method third-type, and adequate statistical tests were applied. The results were summarized as follows: 1. From the character of the participants and their reaction about the benefit of each lesson, the characteristics of two lessons that the object company has developed were clarified. 2. In the contemporary class, one benefit was collected. On the other hand, three benefit patterns were extracted from the classic ballet class. These benefit segments suggest the service improvement of the dance company and the possibility of developing a new program.