중국 무도산업에서 무술관과 태권도장의 서비스품질, 지각된 가치, 고객만족, 고객충성도의 경로분석

Abstract

本研究旨在对在中国武术产业现有武术馆和新兴的跆拳道馆的服务质量和感知价值、顾客满意度、顾客忠诚度的路径模型进行比较。重点关注服务质量的效果。因此，本研究设计了结构化问卷调查，问卷调查从2019年12月旬到2020年3月旬，以武术馆及跆拳道馆的消费者为对象，通过线上和线下方式进行调查，经过上述过程，共发放了450份问卷，回收了424份，其有效问卷为402(89.3%)，用于最终分析。本研究利用SPSS.25和AMOS.24统计软件处理资料，为了得出结果，使用结构方程式模型分析(structural equation model)，本研究的结论如下： 第一，武术馆的服务质量、感知价值、顾客满意度、顾客忠诚度的因果关系分析结果，假设1的服务质量和感知价值关系的确信性和感知价值(路径系数=0.133，t=2.139，p <0.05)，响应性和感知价值(路径系数=0.186，t=2.988，p<0.01)，信赖性和感知价值(路径系数=0.470，t=4.517，p<0.001)，共感性和感知价值(路径系数=0.209，t=2.565，p<0.01)在统计上出现了有意义的因果关系。此外，假设2的服务质量和客户满意度关系中，有形性和客户满意度(路径系数=0.142，t=2.399，p<0.05)，确信性和客户满意度(路径系数=0.135，t=2.760，p<0.01)，响应性和客户满意度(路径系数=0.173，t=2.662，p<0.01)，信赖性和客户满意度(路径系数=0.193，t=3.692，p<0.001)、共感性和客户满意度(路径系数=0.271，t=4.694，p<0.001)在统计上出现了有意义的因果关系。最后，假设3的感知价值和客户满意度(路径系数=0.300，t=4.188，p<0.001)，假设5的客户满意度和客户忠诚度(路径系数=0.436，t=4.415，p<0.001)也出现了统计性因果关系。 第二，跆拳道的服务质量、感知价值、客户满意度、客户忠诚度的因果关系分析，结果假设1响应性和感知价值(路径系数=0.301，t=3.327、p<0.001)、共感性和感知价值(路径系数=0.250，t=2.733，p<0.01)在统计上出现了有意义的因果关系。此外，假设2的服务质量和客户满意关系的有形性与客户满意(路径系数=0.188，t=4.701，p<0.001)，响应性和客户满意度(路径系数=0.155，t=2.174，p<0.05)，信赖性和客户满意度(路径系数=0.468，t=4.641，p<0.001)，共感性和客户满意度(路径系数=0.290，t=3.382，p<0.001)在统计上出现了有意义的因果关系。假设4的感知价值和客户忠诚度(路径系数=0.138，t=2.103，p<0.01)，假设5的客户满意度与客户忠诚度(路径系数=0.505，t=7.628，p<0.001)在统计上出现了有意义的因果关系。 綜上所述，在中國武術產業中，武術館與跆拳道館在服務品質與感知價值路徑上存在差異，在感知價值與顧客忠誠度的路徑上也存在差異。也就是說，在服務质量和感知價值的路徑上，武術館確保了良好的消費者感知度；在感知價值和顧客忠誠度的關系上，可以確定跆拳道館的路徑是優秀的。因此,中國武術館的情況,需要保证感知价值，並以此確保顧客忠誠度；而跆拳道館的情況，不能繼續现有的以營銷爲中心的策略，而是急需优化教育水平，並以對中國武道產業的理解爲基礎, 对以人为中心的服务进行投入|The purpose of this study is to compare path models of service quality, perceived values, customer satisfaction, and customer royalty in Chinese martial arts academies and Taekwondo academies. In particular, this study was focused on the effectiveness of service quality of the existing martial arts academies and new Taekwondo academies in the martial arts industry in China. This study developed a structured questionnaire and a questionnaire survey was conducted on-line and off-line with the consumers of martial arts academies and Taekwondo academies from the middle of December, 2019 to the middle of March, 2020. A total of 450 questionnaires were distributed and 424 were returned. 402(89.3%) questionnaires were used for the final analysis. Data processing was done applying SPSS 25.0 Ver. and AMOS 24 and a structural equation model was used to derive results. Finally, the conclusion of this study was as follows. First, the causal relationship among service quality, perceived values, customer satisfaction, and customer royalty was analyzed in martial arts academies. As a result, for the relationship between service quality and perceived values of Hypothesis 1, there was a statistically significant causal relationship between assurance and perceived values(path coefficient=0.133, t=2.139 p<0.05), between responsiveness and perceived values(path coefficient=0.186, t=2.988, p<0.01), between reliability and perceived values(path coefficient=0.470, t=4.517, p<0.001), and between empathy and perceived values(path coefficient=0.209, t=2.565, p<0.01). For the relationship between service quality and customer satisfaction of Hypothesis 2, there was a statistically significant causal relationship between tangibles and customer satisfaction(path coefficient=0.142, t=2.399, p<0.05), between assurance and customer satisfaction(path coefficient=0.135, t=2.760, p<0.01), between responsiveness and customer satisfaction(path coefficient=0.173, t=2.662, p<0.01), between reliability and customer satisfaction(path coefficient=0.193, t=3.692, p<0.001), and between empathy and customer satisfaction(path coefficient=0.271, t=4.694, p<0.001). Moreover, there was a statistically significant causal relationship between perceived values and customer satisfaction of Hypothesis 3(path coefficient=0.300, t=4.188, p<0.001) and between customer satisfaction and customer royalty of Hypothesis 5(path coefficient=0.436, t=4.415, p<0.001). Second, the causal relationship among service quality, perceived values, customer satisfaction, and customer royalty was analyzed in Taekwondo academies. As a result, there was a statistically significant causal relationship between responsiveness and perceived values(path coefficient=0.301, t=3.327, p<0.001) and between empathy and perceived values(path coefficient=0.250, t=2.733, p<0.01) of Hypothesis 1. For the relationship between service quality and customer satisfaction of Hypothesis 2, there was a statistically significant causal relationship between tangibles and customer satisfaction(path coefficient=0.181, t=4.701, p<0.001), between responsiveness and customer satisfaction(path coefficient=0.155, t=2.174, p<0.05), between reliability and customer satisfaction(path coefficient=0.468, t=4.641, p<0.001), and between empathy and customer satisfaction(path coefficient=0.290, t=3.382, p<0.001). Moreover, there was a statistically significant causal relationship between perceived values and customer satisfaction of Hypothesis 3(path coefficient=0.426, t=5.267, p<0.001), between perceived values and customer royalty of Hypothesis 4(path coefficient=0.138, t=2.103 p<0.01), and between customer satisfaction and customer royalty of Hypothesis 5(path coefficient=0.505, t=7.628, p<0.001). In conclusions, there was a difference in the path of service quality and perceived values and the path of perceived values and customer royalty between martial arts academies and Taekwondo academies in the martial arts industry in China. In other words, while martial arts academies had consumer’s excellent perception in the path of service quality and perceived values, Taekwondo academies had consumer’s excellent perception in the relationship between perceived values and customer royalty. Therefore, martial arts academies in China need to prove training values to secure customer royalty. On the contrary, Taekwondo academies urgently need to enhance education contents and introduce human-centered programs based on the understanding of the martial arts industry in China rather than focus on marketing as it is now.