태권도장의 서비스 커뮤니케이션이 충성도, 관여도 및 구매행동에 미치는 영향

Abstract

The Effects of Service Communication of Taekwondo academy on Royalty, Involvement, and Consuming Behavior

Myeong hoon, Bae

Physical Education Major, The Graduate School Pukyong National University

Abstract The purpose of this study is to provide positive data for securing comparative advantage among competing taekwondo academy by clarifying how service communication of taekwondo academy affects royalty, Involvement, and consuming behavior of parents. participation To perform the purpose of this study efficiently, questionnaire was made based on document research. 7 taekwondo academy were selected using convenient sampling method mainly from parents of elementary students who were trainees of studios affiliated with Busan Taekwondo Association. Among 400 recovered questionnaires that were distributed, 357 valid ones were used in the final analysis. Recovered questionnaires were processed using SPSS Ver. 14.0 and went through frequency analysis, reliability analysis, exploratory factor analysis, technical analysis, and correlation analysis. Multiple regression analysis and single regression analysis were performed to verify the hypothesis, tolerance limit and varience inflation index were analyzed to identify the multicollinearity of regression equation, Durbin-Watson test was performed to verify the autocorrelation. The conclusion is as shown:

First, the service communication of taekwondo academy positively affects the royalty of parents in leader, linguistic communication, environmental and facility factor in order of effectiveness. Second, the service communication of taekwondo academy positively affects the Involvement of parents in leader, linguistic communication, environmental and facility factor in order of effectiveness. Third, the service communication of taekwondo academy positively affects the re-purchase of parents in leader, linguistic communication, environmental and facility factor in order of effectiveness. Fourth, the service communication of taekwondo academy positively affects the oral transmission of parents in linguistic communication, leader, environmental and facility factor in order of effectiveness. Fifth, Involvement and royalty of parents positively affect re-purchase. Sixth, Involvement and royalty of parents positively affect oral transmission.

The result shows that service communication is positively affecting royalty, Involvement, and consuming behavior. Among the service communication of taekwondo academy, leader factor showed higher influence than environmental or facility factor, followed by linguistic communication. In accordance with the conclusion of the study, parents put high value in the importance of leader communication.