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      저자 : 유민규(Yoo Min-Gyu) (검색결과 1 건)
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        태권도장 관계마케팅 실행에 따른 품질과 구매의사결정과의 관계

        최환석(Choi Hwan-Suk),배영상(Bae Yeoung-Sang),유민규(Yoo Min-Gyu) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.2

        This study aims to establish a study model based on preceding studies about relationship quality and customer buying behavior according to Taekwondo gym relationship marketing execution and examining relations between relationship quality and buying purpose decision of Taekwondo gym executing relationship marketing to provide actual data required in managing Taekwondo gym. The target of study is a population of trainees' parents of Taekwondo gym in Daegu and Busan. Convenience sampling was used, and total of 351(87.8%) people's surveys were used as valid samples. As the result of reliability test of measurement tool, Cronbach's α was located between .633 and .821, which is appropriate for the purpose of study, and multiple regression was used for data analysis. The following results were obtained from this method. First, in the effect of relationship marketing execution factor on relationship quality, there was significant effect of customer orientation, response and flexibility on reliability and immersion. Second, in the effect of relationship marketing execution factor on buying purpose decision, there was significant effect of customer orientation, response and flexibility on buying intention and customer reliability. Third, in the effect of relationship quality on buying purpose decision, there was significant effect of reliability and immersion on buying intention and customer reliability. In generalization, relationship marketing execution of Taekwondo gym affects reliability and immersion of relationship quality of the gym and helps buying purpose decision of buyers. Therefore, relationship marketing execution of Taekwondo gym will help increasing the level of reliability and immersion of preexisting trainees and their parents, which will lead to buying purpose decision and Taekwondo gym will be under efficient management.

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