댄스스포츠지도자에 대한 신뢰와 지도효율성이 고객충성도에 미치는 영향 = Effect of Trust in Dancesports Instructors and Coaching Efficiency on Customer Loyalty

다국어 초록 (Multilingual Abstract)

The purpose of this research was to find out the effect of trust in dancesports instructors and coaching efficiency on customer loyalty. Total of 414 people participated in dance sports program for purpose of study sampling, and an investigation tool used questionnaire consisted total of 31 question. The collected data use t-test, ANOVA and multiple regression through SPSS 16.0 Program. Results are as follows. First, females who participated in dancesports had higher perceived solution capability, member management, teaching satisfaction. Showed significant difference on solution capability, member management, customer loyalty in age. Participants who have 40 - 60 age, over 60 age of dancing perceived the highest solution capability, member management than 20 - 40 age. Participants who have over 60 age of dancing perceived the highest customer loyalty than 20 - 40 age. Second, the recognize participation level showed significant difference on customer loyalty, participants who primary level, upper level perceived the highest in customer loyalty than intermediate level. Participation period showed significant difference on solution capability, customer loyalty, participants who have less than 1 year of dancing perceived the highest solution capability, customer loyalty than 1 - 3 year, 3 - 5 year. Third, solution capability and member management factors showed significant affect on customer loyalty. Fourth, ability improvement and coaching satisfaction factors showed significant affect on customer loyalty. In conclusion, it seems that trust and coaching efficiency important factors on customer loyalty. All together they showed very significant factors in customers loyalty.