검도 도장 서비스 품질이 구매행동에 미치는 영향

Abstract

ABSTRACT

The effect on customers' purchase related to the quality of service in kum-do gymnasium

Kim, Dong-Wook. Advisor：Prof. Jung, Myeong-Soo, Ph.D Department of Physical Education, Graduate School of Chosun University

This study aimed to examine efficient methods to promote management efficiency in Kum-do clubs and provide basic materials to occupy a strategic position under the rapidly changing market environment by enhancing competitive advantage among similar types of business. This study was further intended to obtain materials to promote service quality desired by club members in the manager level, and to improve service and elicit customers' positive purchase behaviors through practice. Therefore this study will contribute to developing Kum-do and accelerating the chapter of popularized Kum-do. The subjects of study were taining members in Kum-do clubs in S City, D City, G City, M City, and J Province. Using the convenience sampling method, 465 subjects were selected. For the data processing, SPSS Windows 12.0 program was used to conduct frequency analysis, one-way ANOVA, correlation analysis, and regression analysis. Based on the above study methods and analysis results, this study obtained the following results.

First, the difference in perceived service quality among Kum-do club members was analyzed according to demographic characteristics. For the age group, the highest response to tangibility, reliability, empathy, and responsiveness was shown in the over 40-year-old group in, followed by the 30-33, 19-29, and below 18-year-old groups. The result suggested that as age became older, perceived service quality became higher. For the period of training, the highest response to assurance was shown in 2-3 years, followed by less than 1 year and more than 5 years. For dan(grade), the highest response to empathy and assurance was shown in color belt holders, followed by over 3 dan holders. For the place of residence, the large city groups showed high perception in all sub-factors(tangibility, reliability, empathy, responsiveness, and assurance) and there was a statistically significant difference.

Second, for the analysis of correlation between service quality(tangibility, reliability, empathy, responsiveness, and assurance) and purchase behaviors(satisfaction, repurchase, word-of-mouth intention, and repeat purchase) in Kum-do clubs, all factors showed a positive correlation. In other words, as service quality became higher, its correlation with purchase behaviors became more positive.

Third, the results of analyzing the effects of service quality on satisfaction in Kum-do clubs showed that as tangibility, empathy, responsiveness, and assurance became higher, satisfaction was increased. The results of analyzing the effects of service quality on repurchase in Kum-do clubs showed that as tangibility, empathy, responsiveness, and assurance became higher, repurchase was increased. The results of analyzing the effects of service quality on word-of-mouth intention in Kumdo clubs showed that as all sub-factors of service quality became higher, word-of-mouth intention was increased. the results of analyzing the effects of service quality on repeat purchase in Kumdo clubs showed that as empathy, responsiveness, and assurance became higher, repeat repurchase was increased.