태권도장 초등학교 수련행위의 인구통계학적 변인에 따른 서비스 품질, 고객만족 및 구매행동 차이

The Effect of Taekwondo Gymnasium's Service Quality on the Customer Satisfaction and the Purchasing Behavior

The necessity and purpose of this study were to provide basic material needed to operate a Taekwondo gymnasium by analyzing the effet of Taekwondo trainee's customer satisfaction on purchasing behavior regarding it's service quality and to suggest it's revitaliaing method. The subject of this study was amterial on 188 Taekwondo trainees from Taekwondo gymnasiums located at Gyeonggi area. The research tool was the questionnaire referring to proceeding study and reorganized to fit for the study. Using SPSS for Window 13.0 program, I employed the analysing method as follows: First, for general characteristics, I executed descriptive statistical analysis. And for the reliaility test concerning those factors, I calculated Cronbach's a value. Second, reviesing the service quality, customer satisfaction and purchasing behavior according to demographical variables, I used t-test and one-way ANOVA. Third, to review the relationship between the service quality, the depenent variable and by putting the sevice quality and sustomer satisfaction as the independent variable. The result of analyzing the effect of Taekwondo gymnasium's service quality on the customer satisfaction and purchasing behavior were as follows: First, as for the difference in the service quality by background variables, female trainees appeared high than male ones, showing statistcally significant gap. In the group whose weekly training frequency was 5 times appeared high in the service quality and had statistically meaningful gap. Second, as for the customer satisfaction by background variables, trainees with week weekly training frequency if 4 times revealed high level of customer satisfaction generally with statistically significant difference. Third, as for the purchasing behavior by background variables, the purchasing behavior in male trainees was high and statistically had significant difference. Fourth, significant relationship showed between Taekwondo gymnasium's sevice quality and customer satisfaction and purchasing behavior, the higher the service quality became, the more customer satisfaction increased and as the result, the purchasing behavior became higher.