"The purpose of this study was to provide data for an effective marketing strategy in sports products business by analyzing the determinants of customer service and recognition. 358 employers and employees work for sports products business by using SPSS for Win V14.0 and AMOS 6.0 program, and being analyzed, conclusions of this study are as follows. 1. Determinant of customer service : On the matter of service determinants among sports product suppliers with main items, cooperative relation is shown highest in the fitness group, while emotion is shown highest in nature sports group. On the matter of service determinants with business type, communication is shown highest in the group of regional distributors, and cooperative relation and core competence are shown highest in the group of retail store and agency. On the matter of service determinants with annual sales, cooperative relation is shown highest in the group of 0.3-0.5 billion won annual sales, and information technology is shown highest in the group of 0.5-1 billion won annual sales. On the matter of service determinants with business period, all the factors except emotion are shown highest in the business group of 5-10 years. 2. Comparison of customer service recognition : On the matter of recognition factors for customer service with type of sports product business, it is shown highest in the business group of retail agency and regional distributors. On the matter of recognition factors for customer service with annual sales, it is shown highest in the group of less 0.3 billion won sales, in the comparison with recognition factors for customer service with business location, it is shown highest in Busan city. On the matter of customer value factor with business period, it is shown highest in the group of 5-10years while it is lowest in the business group of less 20 years. On the matter of customer value factor with business location, it is shown highest in the business group of sports products located in Ulsan city, while it is lowest in Changwon city. On the matter of customer satisfaction factors with main item, it is shown highest in the business group of golf, while it is lowest in the group of nature sports. On the matter of customer satisfaction factors with business location, it is shown highest in the business group located in Busan city, while it is shown lowest in the business group located in Masan city. On the matter of customer performance factors with main items, it is shown highest in business group of golf, while it is lowest in the group of nature sports. On the matter of customer performance factors with business type, it is shown highest in the group of region distributors while it is shown lowest in the group of retail and agency. On the matter of customer performance factors with annual sales, it is shown highest in the group of 0.5-1 billion sales, while it is lowest in the group of 1 billion sales. On the matter of customer performance factors with business location, it is shown highest in business group located in Busan city, while it is lowest in the business group located in Ulsan city. Key words : determinants of customer service, recognition, sports products business "