유소년 스포츠센터와 태권도 도장의 교육 서비스품질의 고객만족 및 구전의도에 미치는 영향 -

Abstract

This research examines the influence of educational service quality of youth sports center and Taekwondo gym on customer satisfaction and word-of-mouth activities to provide basic date to come up with management strategy for youth sports. The parents of 3-13 years old living in Seoul and Gyeonggi-do area were selected as target. 380 questionnaires from youth sport centers and 382 questionnaires from Taekwondo gym were used to analyze the data. For the statistical data analysis, frequency analysis, factor analysis, reliability analysis, correlation analysis and multiple regression were carried out by using SPSS 12.0 and the results are as follows. First, among educational service quality of youth sport center, `consulting`, `coach`, `environment` and `cost` factors showed significant effect on customer satisfaction. Second, among educational service quality of Taekwondo gym, `coach`, `environment` and `program` factors showed significant effect on customer satisfaction. Third, among educational service quality of youth sport center, `program` and `coach` factors showed significant effect on word-of-mouth activities. Fourth, among educational service quality of Taekwondo gym, `coach`, `environment` and `program` factors showed significant effect on word-of-mouth activities. Last, the customer satisfaction of youth sports center and Taekwondo-gym showed significant effect on word-of-mouth activities.