태권도 수련생 학부모의 태권도장 선택속성과 만족-충성도, 이미지-평판의 이중경로모형에 관한 연구

Abstract

The attributes have a significant impact on product choice and thus affect the determination of consumers(Oh & Park, 2014). Selection attributes are the feature of product or services that lead customers to select one product over others(Lewis, 1984). When a customer perceives an attribute as important, the customer will believe that the attribute will play a significant role in influencing their product choice(Mackenzie, 1986). The purpose of this dissertation was to verify the relations between the selection attributes of Taekwondo gyms, satisfaction-loyalty and image-reputation. This study focused on specifically the parents of Taekwondo trainee and 5 factors were selected such as facility, space, leader, price, program. For these purpose, a survey was conducted by selecting parents of Taekwondo trainee as a research subject, and finally, 300 statistical data were secured. This survey method demanded people to use self-administration. The data processing of this study was carried out by SPSS Ver. 23.0 and AMOS 23.0, and the basic statistics to derive the research results were frequency analysis, exploratory factor analysis, Cronbach's α, confirmatory factor analysis, Correlation analysis, and Deepening statistics to derive the research results used structural equation model (SEM) and obtained following research results. First, facilities and program out of the selection attributes of the parents had significant positive influence on satisfaction but place, leader, price had not significant influence on satisfaction. Second, satisfaction had significant positive influence on loyalty. Third, facilities and program out of the selection attributes of the parents had significant positive influence on image but place, leader, price had not significant influence on image. Fifth, image had significant positive influence on reputation. Sixth, selection attribute had not significant influence on satisfaction, satisfaction had significant positive influence on loyalty and reputation. Seventh, selection attribute had significant positive influence on satisfaction, loyalty and reputation. Finally, reputation had significant positive influence loyalty. Accordingly, to introduce varied programs the changing training environments require and to gain positive image of Taekwondo gym through the attention and consideration of the needs of the parents will promote the distribution of Taekwondo.