태권도장 경영유형에 따른 소비자 행동특성 (Characteristics of Consumer Behavior according to Administration Types of Taekwondo Club)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 17권 / 3호 / 531 ~ 544페이지
· 저자명 : 김창모, 안민주, 김공

초록

This study identified the relations between administration types of franchised and normal Taekwondo clubs and their programs, members' satisfaction and membership registration to reach the following conclusions. First, there were a significant difference between the expertise of leadership and trainees based on the administration types of the club. Second, in the franchised club, there were significant differences between the training programs, personality of leadership, expertise of leadership, management of trainees and club, in terms of grades, while in the normal club, personality and expertise of leadership, and satisfaction of members showed significant differences concerning the gender. In the aspect of grades, the training programs, personality of leadership, expertise of leadership, management of trainees and club, and membership satisfaction. Based on school performances, the training programs in terms of graders, personality of leadership, expertise of leadership, management of trainees and club showed significant differences between the groups. Third, in the franchised club, drilling frequencies made significant differences between the training programs, personality of leadership, expertise of leadership, management of trainees and club. For the normal club, training period produced significant differences between the training programs, management of trainees and club, and membership satisfaction; drilling frequencies showed significant differences between groups, in terms of the personality of leadership. Fourth, among the sub-factors of training characteristics of franchised club, the drilling frequencies had significant effect on the expertise of leadership, management of trainees and club, and membership satisfaction. Of the sub-factors of training characteristics of normal club, the training period significantly affected the training programs, personality and expertise of leadership. The training frequencies had a significant influence on membership registration. Lastly, among the sub-factors of administration programs in the franchised club, the expertise of leadership and club management had a significant effect on membership satisfaction; training programs had a significant impact on membership registration. The personality and expertise of leadership, and club management among the sub-factors of training programs in the normal club significantly influenced the membership satisfaction; personality of leadership had a significant effect on membership registration.

영어초록

This study identified the relations between administration types of franchised and normal Taekwondo clubs and their programs, members' satisfaction and membership registration to reach the following conclusions. First, there were a significant difference between the expertise of leadership and trainees based on the administration types of the club. Second, in the franchised club, there were significant differences between the training programs, personality of leadership, expertise of leadership, management of trainees and club, in terms of grades, while in the normal club, personality and expertise of leadership, and satisfaction of members showed significant differences concerning the gender. In the aspect of grades, the training programs, personality of leadership, expertise of leadership, management of trainees and club, and membership satisfaction. Based on school performances, the training programs in terms of graders, personality of leadership, expertise of leadership, management of trainees and club showed significant differences between the groups. Third, in the franchised club, drilling frequencies made significant differences between the training programs, personality of leadership, expertise of leadership, management of trainees and club. For the normal club, training period produced significant differences between the training programs, management of trainees and club, and membership satisfaction; drilling frequencies showed significant differences between groups, in terms of the personality of leadership. Fourth, among the sub-factors of training characteristics of franchised club, the drilling frequencies had significant effect on the expertise of leadership, management of trainees and club, and membership satisfaction. Of the sub-factors of training characteristics of normal club, the training period significantly affected the training programs, personality and expertise of leadership. The training frequencies had a significant influence on membership registration. Lastly, among the sub-factors of administration programs in the franchised club, the expertise of leadership and club management had a significant effect on membership satisfaction; training programs had a significant impact on membership registration. The personality and expertise of leadership, and club management among the sub-factors of training programs in the normal club significantly influenced the membership satisfaction; personality of leadership had a significant effect on membership registration.

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