A study on the relationship between the organizational loyalty and external happiness of internal employees in professional sport clubs according to the type of CSR activities

The purpose of this study is to establish effective implementation plans of professional sport clubs for social responsibility activities by determining the type of CSR activities actually implemented by professional sport clubs and the relationship between organizational loyalty and external happiness. The investigation result is as follows. First, it was discovered that the protection of fans’ rights and Public interest-linked marketing among the types of social responsibility activities of professional sport clubs had a significant influence on the organizational loyalty. Second, it was discovered that the Cultural business in the hometown and Public interest-linked marketing among the types of social responsibility activities of professional sport clubs had a significant influence on the external happiness. Third, it was discovered that the organizational loyalty had a significant influence on the external happiness.