태권도장 경영환경에 따른 관원 학부모들의 재등록 및 긍정적 구전의도

Abstract

The purpose of this study was to investigate the effects of business environment of Taekwondo gymnasium on parents’ re-registration and positive word of mouth intention. This study was conducted on 245 parents who registered their children in Taekwondo gymnasium in Jeju city from July to August 2016. For data analysis, PASW 18.0 version was used for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. Variables of this study consisted of factors; sub-factors on business environment of Taekwondo gymnasium were leader’s quality, facility, educational program, publicity and adversing, and education and dues and sub-factors on parents’ re-registration and positive word of mouth intention were positive word of mouth intention and re-registration intention. The results are as follow. First, facility and education program of business environment factors of Taekwondo gymnasium had significant effects on positive word to mouth intention. Second, leader’s quality factor of business environment of Taekwondo gymnasium had a significant effect on parents’ re-registration. Therefore, it is necessary for the parents to make positive word to mouth and re-registration about the Taekwondo gymnasium through improving the facility and educational program of Taekwondo gymnasium and improving the quality of the leader.