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검도 도장 서비스 품질이 구매행동에 미치는 영향

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Author(s)
김동욱
Issued Date
2008
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.
Alternative Title
The effect on customers' purchase related to the quality of service in ken-do gymnasium
Alternative Author(s)
Kim, Dong-Wook
Affiliation
교육대학원 체육교육
Department
교육대학원 체육교육
Advisor
정명수
Awarded Date
2009. 2
Table Of Contents
목 차

I. 서 론 1

1. 연구에 필요성 1
2. 연구의 목적 3
3. 연구모형 3
4. 연구 가설 4
5. 연구의 제한점 6
6. 용어의 정의 7

II. 이론적 배경 8

1. 검도 도장의 일반적 현황 8
2. 검도 수련의 효과 13
3. 검도 도장에서의 서비스 품질 17
4. 구매 행동 20

III. 연 구 방 법 25

1. 연구대상 26
2. 연구도구 27
3. 조사도구의 타당도와 신뢰도 28
4. 자료처리 32

IV. 결 과 33

1. 인구통계학적 특성에 따른 검도도장 수련생의 서비스품질 인식 차이 33
2. 검도 도장 수련생의 서비스품질과 구매행동 간의 상관관계 39
3. 검도도장 수련생의 서비스품질이 구매행동에 미치는 영향 40

V. 논 의 44

1. 인구통계학적 특성에 따른 검도 도장 수련생의 서비스품질 인식 차이 44
2. 검도 도장 수련생의 서비스품질과 구매행동 간의 상관관계 46
3. 검도 도장 서비스품질이 구매행동에 미치는 영향 47

VI. 결론 및 제언 49

1. 결론 49
2. 제언 51

표 목 차

표 1. 연구대상자의 일반적 특성 26
표 2. 설문지의 주요구성 내용 28
표 3. 검도 도장의 서비스품질에 대한 요인분석 결과 29
표 4. 구매행동에 대한 요인분석 결과 30
표 5. 서비스품질과 구매행동에 대한 신뢰도 검증 결과 31
표 6. 성별에 따른 검도 도장 수련생의 서비스품질 인식 차이 33
표 7. 연령에 따른 검도 도장 수련생의 서비스품질 인식 차이 34
표 8. 월평균 수입에 따른 검도 도장 수련생의 서비스품질 인식 차이 35
표 9. 수련기간에 따른 검도 도장 수련생의 서비스품질 인식 차이 36
표 10. 검도 단(급)에 따른 검도 도장 수련생의 서비스품질 인식 차이 37
표 11. 거주 지역에 따른 검도 도장 수련생의 서비스품질 인식 차이 38
표 12. 검도 도장 수련생의 서비스품질과 구매행동 간의 상관관계 39
표 13. 검도도장 수련생의 서비스품질이 만족에 미치는 영향 40
표 14. 검도도장 수련생의 서비스품질이 재등록에 미치는 영향 41
표 15. 검도도장 수련생의 서비스품질이 구전의도에 미치는 영향 42
표 16. 검도도장 수련생의 서비스품질이 지속적 등록에 미치는 영향 43

그림 목차

그림 1. 연구모형 4
그림 2. 연 구 절 차 25
Degree
Master
Publisher
조선대학교
Citation
김동욱. (2008). 검도 도장 서비스 품질이 구매행동에 미치는 영향
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/4917
http://chosun.dcollection.net/common/orgView/200000237426
Appears in Collections:
Education > Theses(Master)(교육대학원)
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