태권도장 마케팅전략에 따른 고객지향성과 고객애호도, 고객신뢰와의 관계 (Relationship among Customer Orientation, Customer Loyalty, and Customer Confidence according to Marketing Strategy of Taekwondo Academy)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 20권 / 6호 / 599 ~ 614페이지
· 저자명 : 배영상, 최환석, 최형민

초록

This study is to create a research model based on previous studies about marketing strategy and customer orientation, and to analyze the relationship among customer orientation, customer loyalty, and customer confidence according to prevailing marketing strategies of Taekwondo academy.
The subject group for the research was 400 parents of students going to Taekwondo academies in Daegu area. 375 questionnaires were collected as valid samples excluding 25 data which was considered to contain untruthful or omitted answers. From the result for the reliability test of measurement instrument, Cronbach's α was very high between .703 and .928. The validity test was reorganized by factors higher than 1.0 through the research confirmation factor analysis. The multiple regression analysis was used for data analysis. Below is the test results based on the research and data analysis method as above.
Firstly, for the effect of marketing strategy on customer orientation, it was found that a product and price in marketing strategy affect the customer orientation. Secondly, for the effect of marketing strategy on customer loyalty, it was found that a promotion and price in marketing strategy affect the customer loyalty. Thirdly, for the effect of marketing strategy on customer confidence, it was found that a product, promotion and customer relationship management affect the customer confidence. Fourthly, for the effect of customer orientation on customer loyalty, it was found that service intention of customer orientation affects the customer loyalty. Fifthly, for the effect of customer orientation on customer confidence, it was found that service attitude, service behavior and service intention affect the customer confidence.
In sum, it can be concluded that the marketing strategies of Taekwondo academy affect the customer behavior as it affects customer orientation, customer loyalty, and customer confidence.

영어초록

This study is to create a research model based on previous studies about marketing strategy and customer orientation, and to analyze the relationship among customer orientation, customer loyalty, and customer confidence according to prevailing marketing strategies of Taekwondo academy.
The subject group for the research was 400 parents of students going to Taekwondo academies in Daegu area. 375 questionnaires were collected as valid samples excluding 25 data which was considered to contain untruthful or omitted answers. From the result for the reliability test of measurement instrument, Cronbach's α was very high between .703 and .928. The validity test was reorganized by factors higher than 1.0 through the research confirmation factor analysis. The multiple regression analysis was used for data analysis. Below is the test results based on the research and data analysis method as above.
Firstly, for the effect of marketing strategy on customer orientation, it was found that a product and price in marketing strategy affect the customer orientation. Secondly, for the effect of marketing strategy on customer loyalty, it was found that a promotion and price in marketing strategy affect the customer loyalty. Thirdly, for the effect of marketing strategy on customer confidence, it was found that a product, promotion and customer relationship management affect the customer confidence. Fourthly, for the effect of customer orientation on customer loyalty, it was found that service intention of customer orientation affects the customer loyalty. Fifthly, for the effect of customer orientation on customer confidence, it was found that service attitude, service behavior and service intention affect the customer confidence.
In sum, it can be concluded that the marketing strategies of Taekwondo academy affect the customer behavior as it affects customer orientation, customer loyalty, and customer confidence.

참고자료

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