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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제17권 제4호 (인문 사회과학편)
발행연도
2008.11
수록면
777 - 792 (16page)

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연구주제
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연구배경
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연구방법
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초록· 키워드

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Many taekwondo gyms are randomly established. Therefore, the gyms need to put efforts to secure competitiveness. Facilities and training programs of the gyms are becoming focus on trainees and their parents. More efficient management strategy became necessary considering the taekwondo gym as a commercial sports facility.
Thus, this research would suggest basic data to establish marketing strategy of taekwondo gym by defining relationships among service fairness, customer satisfaction, relations marketing, and customer loyalty and suggest efficient management strategy.
Parents of taekwondo trainees in Seoul and Gyeonggi area were setup as population of survey subject and samples were extracted with convenience sampling which is a non-probability sampling method. 420 parents participated in the survey, but 402 answered questionnaire sheets excluding 18 sheets that were considered as insincerely answered or had some unanswered questions. The data was processed using SPSS/PC+ 12.0K Version for Windows and AMOS 5.0 statistics program for frequency analysis, exploratory factor analysis, confirmative factor analysis, reliability analysis, correlation analysis, structural equation model analysis, and got the following results.
First, service fairness of taekwondo gym had significant effect on customer satisfaction. Second, service fairness of taekwondo gym had significant effect on relationship marketing. Third, service fairness of taekwondo gym had no significant effect on customer loyalty. Fourth, customer satisfaction of taekwondo gym had significant effect on relationship marketing. Fifth, relationship marketing of taekwondo gym had significant effect on customer loyalty.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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