태권도장 경영환경, 시장지향성 및 운영성과간의 관계에 관한 연구

Abstract

The purposes of this study were to investigate the relationships among management environments, market orientation and operational performance in Taekwondo Academies and to provide fundamental information that is conducive to creating superior competitive advantages for the academies. In order to accomplish such purposes, this study conducted a survey with a total of 200 managers and instructors who participated in a training seminar provided by Jeonnam Taekwondo Association in 2009. The questionnaires were evaluated to be valid and reliable through content validity, factor analysis and internal consistency analysis. 184 valid questionnaires were analyzed using a series of multiple regression analyses. Accordingly, following findings were derived from current study. First, levels of management environment factors had significant influence on market orientation of Taekwondo academies and among 5 sub factors, managers` mind, managers` leadership, managers` learning orientation and market turbulence in order had significant influence on market orientation. Second, levels of management environment factors also had significant influence on operational performance of Taekwondo academies and only two sub factors including managers` learning orientation and market turbulence had significant influence on operational performance. Third, levels of market orientation had significant influence on operational performance and among 3 sub factors, customer orientation and inter functional coordination had significant influence on operational performance. In conclusion, most of the relationships among study variables were verified through current study and suggestions and recommendations for both managerial and future study were provided following the discussion.