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Abstract

ABSTRACT

The Relationship between Service Quality Innovation and of Gym Academy and Consumer Selective Behaviors and Moderation Effects of the Trust in Gym Academy

Jeon, Jin-Seok Adviser : Prof. Jeong Myeong-su Department of Physical Education Graduate School of Chosun University

The purpose of this study is to analyze the effects of explicit service, supporting facilities service, implicit service, and information service (service quality innovation) on trust in martial arts academy, satisfaction at martial arts academy, royalty of martial arts academy, and intention to re-register with martial arts academy(consumer selection behavior variables). In particular, by analyzing between-group difference in the demographic characteristics, this study aimed to provide subdivided information on service quality innovation of martial arts academy and consumer selection behaviors and marketing strategies necessary to improve management environment of martial arts academy which is faced with saturated status through causal analysis between service quality innovation and consumer selection behaviors. A questionnaire survey was conducted with parents registering with martial arts academy located in Gwangju Metropolitan City using the convenience sampling method and self administration method. A total of 350 questionnaires were distributed and 304 were used for the final analysis except 46 with insincere and unreliable answers because of omitted data. Data processing was conducted by SPSS Ver. 12.0 and AMOS 5.0 statistics package and statistical technique used included frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, t-test, one-way ANOVA, and structural equation model(SEM). Finally, the results were as follows. First, for service quality innovation in demographic characteristics, children's grade, a training period, and a registration type showed statistically significant between-group difference. Groups of middle school students' parents, a training period more than four years, and taekwondo perceived service quality innovation as high. Children's grade, a training period, a registration type, and parents' income showed statistically significant between-group difference in consumer selection behaviors. Groups of upper-grade elementary student, a training period more than four years, taekwondo, and income less than 2 million won perceived consumer selection behaviors as high. Second, for the analysis of the perceived level of service quality innovation and difference in consumer selection behaviors, the group with high perception of explicit, supporting facilities, implicit, and information services showed a statistically significantly high level of trust in martial arts academy(p<.001), satisfaction at martial arts academy(p<.001), royalty of martial arts academy(p<.001), and intention to re-register with martial arts academy(p<.001). Third, for the relationship between service quality innovation and consumer selection behaviors, explicit service(p<.001), supporting facilities service(p<.05), and information service(p<.01) had a positive effect on trust in martial arts academy, and trust in martial arts academy had a positive effect on satisfaction at martial arts academy(p<.001) and royalty of martial arts academy(p<.05). Also, satisfaction at martial arts academy had no effect on royalty of martial arts academy and intention to re-register with martial arts academy, and royalty of martial arts academy had a positive effect on intention to re-register with martial arts academy(p<.01). Fourth, the moderating effects of trust in martial arts academy in consumer selection behaviors were found in satisfaction at martial arts academy and royalty of martial arts academy, suggesting that higher trust in martial arts academy can induce the positive relationship between satisfaction at martial arts academy and royalty of martial arts academy.