태권도 수련생 학부모의 도장 선택요인에 관한 연구

Abstract

본 연구의 목적은 태권도 수련생 학부모가 태권도장선택과 고객만족 및 재등록 의도에 어떠한 영향을 미치는가를 알아보고, 이를 근거로 효과적인 태권도장운영에 대한 마케팅 전략을 수립하는데 있다. 본 연구의 대상은 서울특별시 양천구 지역의 태권도 수련생을 둔 학부모가 연구대상이며, 모집단으로 10개의 태권도장을 선정 후, 300명의 태권도 수련생을 둔 학부모를 대상으로 설문지를 통해 조사 분석을 하였다. 또한, 2016년 3월 21일 ~ 3월 30일까지 양천구민체육센터에서 실시하는 국기원 승품/승단심사에서 학부모에게 설문지를 배포하고 응답한 설문지는 현장에서 즉시 회수한 설문지는 150부며, 실제 분석된 자료는 불성실하게 응답한 자료로 판단되거나 조사내용 일부가 누락된 8부를 제외한 442부를 분석하였다. 태권도장 선택에 관한 설문지는 김동복(2015), 박조현(2014), 장주동(2010), 전현근(2007), 황원경(2015) 등의 설문지를 기초로 본 연구의 목적에 맞게 수정 보완하여, 동기 및 목적, 서비스, 홍보, 수련생 관리 각각 3개 문항 총 12문항으로 구성하였고, 고객만족에 관한 설문지는 김현수(2013), 이경록(2013), 전광수(2011) 등의 설문지를 기초로 지도자, 교육프로그램, 시설, 도장 위치 각각 3개 문항 총 12문항으로 구성하였으며, 재등록 의도에 관한 설문지는 강동호(2012), 김용택(2015), 박의선(2014) 등의 설문지를 기초로 재구매 의도, 구전의도 각각 2개 문항 총 4문항으로 구성하였다. 통계처리는 SPSS/WIN 21.0 Version 통계프로그램을 활용하였으며, 분석방법은 다음과 같다. 첫째, 학부모의 인구통계학적 특성은 빈도분석과 Cronbach's α 계수를 이용한 신뢰도 분석과 Varimax를 이용한 요인분석을 하였다. 둘째, 학부모 인구통계학적 특성에 따라 태권도장 선택이 고객만족과 재등록 의도에 의한 차이검증을 위하여 평균, 표준편차, t-검증, 일원변량분석을 실시하였으며, Scheffe의 방법을 사용하여 사후검증을 하였다. 셋째, 태권도장 선택, 고객만족 그리고 재등록 의도 사이의 관계를 알아보기 위해 상관관계분석을 하였다. 넷째, 모든 통계적 유의수준은 p<.05로 설정하였다. 이와 같은 연구를 토대로 나타난 결론은 다음과 같다. 첫째, 태권도장 선택의 차이를 보면 성별, 학력, 자녀의 성별, 1일 태권도 수련 시간, 주별 도장 참여 횟수, 수련 기간은 동기 및 목적, 서비스, 홍보, 수련생 관리에서, 나이, 직업, 소득, 자녀의 학년은 동기 및 목적, 서비스, 수련생 관리에서 유의한 차이가 있었다. 둘째, 고객만족의 차이를 보면 학력, 자녀의 성별은 지도자, 교육프로그램, 시설, 도장 위치에서, 성별, 직업, 소득, 자녀의 학년, 1일 태권도 수련 시간, 주별 도장 참여 횟수는 지도자, 교육프로그램, 시설에서, 나이, 수련 기간은 지도자, 시설에서 유의한 차이가 있었다. 셋째, 재등록 의도의 차이를 보면 직업, 학력, 소득, 태권도 수련 기간은 재구매 의도, 구전의도에서, 자녀의 성별, 자녀의 학년, 1일 태권도 수련 시간은 구전의도에서 유의한 차이가 있었다.| The purpose of the study is to investigate the effects that parents’ characteristic of taekwondo trainee have on taekwondo gym selection, customer satisfaction and re-registration intention and also based on the results, to establish marketing strategy for taekwondo gym management. The respondents in the study are parents of taekwondo trainee in yangchengu, seoul and 10 taekwondo gyms were sampled, and then 300 parents were surveyed through the questionnaires. In addition trainees’ parents participated in the level advancement examination in kukkiwon were surveyed and then 150 questionnaires were collected instantly. Total 442 questionnaires were analyzed except 8 because of incomplete recording and incredible response. The items on selection of taekwondo gym, items of Kim (2015), Park(2014), Jang(2010), Jun(2007) and Hwang(2015)’ research questionnaires adopted, adjusted and applied to this study, consisted of 3 items of motive/goal, 3 items of service, 3 items of advertizement and 3 items of trainee management, totally 12 items. The items on customer satisfaction , items of Kim (2013), Lee(2013), Jun(2011) ’ research questionnaires adopted , consisted of 3 items of instructor, 3 items of education program, 3 items of facilities and 3 items of gym location, totally 12 items. The items on re-registration intention, items of Kang(2012), Kim (2015) and Park(2014) ’ research questionnaires adopted, consisted of 2 items of re-purchasing intention, 2 items of word-of mouth intention and then totally 4 items. The statistics analysis in the study utilized SPSS/WIN 21. Version and analysis methods show as belows. First, on the demographic characteristics of parents frequency analysis were conducted, and then on the items credibility analysis using Cronbach’s alpha coefficient factor analysis using Varimax were conducted. Second, to test difference in taekwondo gym selection, customer satisfaction, re-registration intention among demographic characteristics, t- test , ANOVA and post hoc test using Scheffe were conducted. Third, to examine the relationships among taekwondo selection, customer satisfaction and re-registration intention, correlations analysis was conducted. Fourth, all analyses were proceeded on the significance levels p<0.05 The findings in this study indicated as belows. First as for the difference in taekwondo gym selection, gender, education, children’s gender, taekwondo training time by one day, number of training participation by week and training term show significant differences on motive/goal, service, administration and trainee management and also age, job, income and children’s grade show significant differences on the motive/goal, service and trainee management. Second, as for the difference in taekwondo customer satisfaction, education and children’s gender show significant differences on instructor, education program, facilities and gym location and also gender, job, income, children’s grade taekwondo training time by one day, number of training participation by week show significant differences on the instructor, education program and facilities and then age, training term shows significant differences on the instructor and facilities. Third, as for the difference in re-registration intention, job, education, income and training term show significant differences on the repurchasing intention and word-of mouth intention and also children’s gender, children’s grade and taekwondo training time by one day show significant differences on word- of-mouth intention.; The purpose of the study is to investigate the effects that parents’ characteristic of taekwondo trainee have on taekwondo gym selection, customer satisfaction and re-registration intention and also based on the results, to establish marketing strategy for taekwondo gym management. The respondents in the study are parents of taekwondo trainee in yangchengu, seoul and 10 taekwondo gyms were sampled, and then 300 parents were surveyed through the questionnaires. In addition trainees’ parents participated in the level advancement examination in kukkiwon were surveyed and then 150 questionnaires were collected instantly. Total 442 questionnaires were analyzed except 8 because of incomplete recording and incredible response. The items on selection of taekwondo gym, items of Kim (2015), Park(2014), Jang(2010), Jun(2007) and Hwang(2015)’ research questionnaires adopted, adjusted and applied to this study, consisted of 3 items of motive/goal, 3 items of service, 3 items of advertizement and 3 items of trainee management, totally 12 items. The items on customer satisfaction , items of Kim (2013), Lee(2013), Jun(2011) ’ research questionnaires adopted , consisted of 3 items of instructor, 3 items of education program, 3 items of facilities and 3 items of gym location, totally 12 items. The items on re-registration intention, items of Kang(2012), Kim (2015) and Park(2014) ’ research questionnaires adopted, consisted of 2 items of re-purchasing intention, 2 items of word-of mouth intention and then totally 4 items. The statistics analysis in the study utilized SPSS/WIN 21. Version and analysis methods show as belows. First, on the demographic characteristics of parents frequency analysis were conducted, and then on the items credibility analysis using Cronbach’s alpha coefficient factor analysis using Varimax were conducted. Second, to test difference in taekwondo gym selection, customer satisfaction, re-registration intention among demographic characteristics, t- test , ANOVA and post hoc test using Scheffe were conducted. Third, to examine the relationships among taekwondo selection, customer satisfaction and re-registration intention, correlations analysis was conducted. Fourth, all analyses were proceeded on the significance levels p<0.05 The findings in this study indicated as belows. First as for the difference in taekwondo gym selection, gender, education, children’s gender, taekwondo training time by one day, number of training participation by week and training term show significant differences on motive/goal, service, administration and trainee management and also age, job, income and children’s grade show significant differences on the motive/goal, service and trainee management. Second, as for the difference in taekwondo customer satisfaction, education and children’s gender show significant differences on instructor, education program, facilities and gym location and also gender, job, income, children’s grade taekwondo training time by one day, number of training participation by week show significant differences on the instructor, education program and facilities and then age, training term shows significant differences on the instructor and facilities. Third, as for the difference in re-registration intention, job, education, income and training term show significant differences on the repurchasing intention and word-of mouth intention and also children’s gender, children’s grade and taekwondo training time by one day show significant differences on word- of-mouth intention.