태권도장의 서비스품질이 태도적,인지적 평가요인과 장기지향성에 미치는 영향

Abstract

This study aims to provide information necessary for improving Taekwondo training center in keenly competitive environment and confirm the influences of service quality of the center on attitude evaluation factors such as their satisfaction, reliability and attitude of the center and cognitive factors including image, reputation and long-term orientation of the center. This study conducted questionnaire using structured questionnaire for 4 weeks from May 1 to 31, 2016. The subjects of the study were parents of students who enrolled six Taekwondo training centers in Gwangju city. The study visited six Taekwondo training centers in Gwangju, took the samples using convenience sampling method and self-administration method and used total 250 questionnaires for final analysis with multiple regression analysis and structural equation model (SEM). The results of the analysis were as follows. First, it was found that reliability, responsiveness and sympathy of the Taekwondo training center service quality in the relationship between service quality and parent's attitude evaluation factors of Taekwondo training center had positive influences on their satisfaction with the center, tangibility, responsiveness and sympathy of the center had positive influences on the reliability of the center, and reliability and sympathy of the center had the positive influences on their attitude to the center. Second, it was found that tangibility, reliability, responsiveness, confidence, and sympathy of service quality by the Taekwondo training center in the relationship between service quality of Taekowndo training center and parents' cognitive evaluation factors had the positive influences on the center image and the tangibility, reliability, confidence and sympathy of the center had the positive influences on the security of the center reputation. Third, it was found that responsiveness and sympathy of the center in the relationship between service quality and long-term orientation of the center had the positive influences on the security of long-term orientation of the center. Fourth, it was shown that parents' satisfaction and reliability of the center in the relationship between parents' attitude evaluation factors and long-term orientation had the positive influences on the long-term orientation of the center. Fifth, it was shown that the center image and reputation in the relationship between parents' cognitive evaluation factors and long-term orientation of the center had the positive influences on the long-term orientation of the center. In addition, it was found that the service quality of the Taekwondo training center in the structural equation model analysis had the positive influences on parents' attitude evaluation factors, cognitive evaluation factors and long-term orientation, attitude evaluation factors and cognitive evaluation factors had the positive influences on long-term orientation, and it verifies the results of regression analysis. In conclusion, this study suggests the following strateg ies for the successful establishment of center management environment: 1. security, maintenance and management of high service quality of the centers. 2. frequent measurement and evaluation of service quality. 3. introduction of customer relationship management concept. 4. establishing multiple management strategies. 5. micro- or macro- or short-, mid- and long-term management strategies.