지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study was intended to present the marketing strategy flexibly applicable to the pattern of rapidly changing Taekwondo hall-enrolled consumers. For this purpose, it attempted to investigate the consumer behavior according to perceived service quality of the Taekwondo hall, analyzing the organic relationship between expected service and perceived service factors and investigating the consumption pattern of the Taekwondo halL The questionnaire research was conducted for &32 trainees of the Taekwondo halls located in Seoul and Kyonggi Province. Based on the research procedure and data analysis, the following conclusion was drawn:
First, the market segment 1 thought most importantly of the differentiated service and individual service factors, of the characteristics of the market segment. The market segment 2 thought most importantly of the individual service and provided service factors. The market segment 2 thought most importantly of preparation service and provision service factors.
Second, it was found that there was a statistically significant difference in differentiated service, individual service and preparation service in relation to the difference between the level of expectation toward service quality attributes Taekwondo hall trainees carne to have before visiting it and the level of satisfaction they carne to have after training(P＜.05). It was found that the Taekwondo trainees felt more satisfied with service quality during training than they first expected.
Third, it was found that there was a statistically significant difference in the level of satisfaction wih differentiated service and preparation service factors according to gender of Taekwondo trainees.
Fourth, middle-school Taekwondo trainees showed the relatively higher level of satisfaction with the individual service factor than college trainees according to their school types. All the groups except the group of college Taekwondo trainees showed the high level of satisfaction with the provision service factor. Elementary-school and high-school Taekwondo trainees showed the relatively higher level of satisfaction with the preparation service factor than college trainees.
Fifth, Taekwondo trainees in the Kyonggi district showed the higher level of satisfaction with the differentiated service factor than those in Seoul in terms of the place of residence. Taekwondo trainees in Seoul showed a relatively higher level of satisfaction with the individual service factor and the provision service factor, whereas trainees in the Kyonggi Province showed the relatively higher level of satisfaction with the differentiated service factor and the preparation service factor.
Sixth, the group of training with one to two years and more than four years showed the higher level of satisfaction with the differentiated service factor than the group of training with less than one year in terms of the period of training. Overall, the group of trainees with 3 to 4 years of training showed the high level of satisfaction with service factors, whereas the group of trainees with less than one year of training exhibited the low level of satisfaction.
Seventh, the highest proportion of trainees enrolled in the Taekwondo hall pointed out the lack of incidental facilities as one of the factors to be improved, followed by facility and equipment cleanliness. and membership management.
First, the market segment 1 thought most importantly of the differentiated service and individual service factors, of the characteristics of the market segment. The market segment 2 thought most importantly of the individual service and provided service factors. The market segment 2 thought most importantly of preparation service and provision service factors.
Second, it was found that there was a statistically significant difference in differentiated service, individual service and preparation service in relation to the difference between the level of expectation toward service quality attributes Taekwondo hall trainees carne to have before visiting it and the level of satisfaction they carne to have after training(P＜.05). It was found that the Taekwondo trainees felt more satisfied with service quality during training than they first expected.
Third, it was found that there was a statistically significant difference in the level of satisfaction wih differentiated service and preparation service factors according to gender of Taekwondo trainees.
Fourth, middle-school Taekwondo trainees showed the relatively higher level of satisfaction with the individual service factor than college trainees according to their school types. All the groups except the group of college Taekwondo trainees showed the high level of satisfaction with the provision service factor. Elementary-school and high-school Taekwondo trainees showed the relatively higher level of satisfaction with the preparation service factor than college trainees.
Fifth, Taekwondo trainees in the Kyonggi district showed the higher level of satisfaction with the differentiated service factor than those in Seoul in terms of the place of residence. Taekwondo trainees in Seoul showed a relatively higher level of satisfaction with the individual service factor and the provision service factor, whereas trainees in the Kyonggi Province showed the relatively higher level of satisfaction with the differentiated service factor and the preparation service factor.
Sixth, the group of training with one to two years and more than four years showed the higher level of satisfaction with the differentiated service factor than the group of training with less than one year in terms of the period of training. Overall, the group of trainees with 3 to 4 years of training showed the high level of satisfaction with service factors, whereas the group of trainees with less than one year of training exhibited the low level of satisfaction.
Seventh, the highest proportion of trainees enrolled in the Taekwondo hall pointed out the lack of incidental facilities as one of the factors to be improved, followed by facility and equipment cleanliness. and membership management.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2009-692-016587387