지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.10
- 수록면
- 351 - 368 (18page)
이용수
초록· 키워드
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This study has its purpose to analyze the difference of a relationship marketing and a customer loyalty recognized by taekwondo trainees and to figure it out to the relation with a customer satisfaction and a consumer behavior in order to revitalize Taekwondo gyms which are in an increasingly competitive. To make this goal, the study selects it as its population to over 16 years-old trainees using Taekwondo gyms located in Gyounggi-do, Dajeon, Cheonan, Jeonju, and Daegu region. Then, the study extracts the samples with stratified sampling, classified the population by its characteristic, among probability sampling.
The results are as follows: First, "Relationship marketing of Taekwondo gyms would make an influence on customer loyalty", the result shows that the factors of customer orientation, ties, physical facilities, price have a meaningful influence in the relation between relationship marketing and perceived loyalty, the factors of customer orientation, ties, and communication have a meaningful influence in the relation between relationship marketing and emotional loyalty, the factors of customer orientation, communication, and price have a meaningful influence in the relation between relationship marketing and positive loyalty, and the factors of ties, physical facilities, and customer orientation have a meaningful influence in the relation between relationship marketing and behavior loyalty. Second, "customer loyalty would make an influence on customer satisfaction", the result shows that factors of perceived loyalty, behavior loyalty, and emotional loyalty have a meaningful influence.
Third, "customer loyalty would make an influence on consumer behavior", the result shows that the factors of perceived loyalty, behavior loyalty, and emotional loyalty make a meaningful influence on the relation between customer loyalty and repurchase, and also the factors of perceived loyalty and behavior loyalty make a meaningful influence on the relation between customer loyalty and WOM intentions. Fourth, "relationship marketing of Taekwondo gyms would make an influence on customer satisfaction", the result shows that the factors of ties and customer orientation have a meaningful influence. Finally, "relationship marketing of Taekwondo gyms would make an influence on consumer behavior", the result shows that all factors make a meaningful influence on the relation between relationship marketing and repurchase, and also the factors of ties, customer orientation, and physical facilities make a meaningful influence in the relation between relationship marketing and WOM intentions.
The results are as follows: First, "Relationship marketing of Taekwondo gyms would make an influence on customer loyalty", the result shows that the factors of customer orientation, ties, physical facilities, price have a meaningful influence in the relation between relationship marketing and perceived loyalty, the factors of customer orientation, ties, and communication have a meaningful influence in the relation between relationship marketing and emotional loyalty, the factors of customer orientation, communication, and price have a meaningful influence in the relation between relationship marketing and positive loyalty, and the factors of ties, physical facilities, and customer orientation have a meaningful influence in the relation between relationship marketing and behavior loyalty. Second, "customer loyalty would make an influence on customer satisfaction", the result shows that factors of perceived loyalty, behavior loyalty, and emotional loyalty have a meaningful influence.
Third, "customer loyalty would make an influence on consumer behavior", the result shows that the factors of perceived loyalty, behavior loyalty, and emotional loyalty make a meaningful influence on the relation between customer loyalty and repurchase, and also the factors of perceived loyalty and behavior loyalty make a meaningful influence on the relation between customer loyalty and WOM intentions. Fourth, "relationship marketing of Taekwondo gyms would make an influence on customer satisfaction", the result shows that the factors of ties and customer orientation have a meaningful influence. Finally, "relationship marketing of Taekwondo gyms would make an influence on consumer behavior", the result shows that all factors make a meaningful influence on the relation between relationship marketing and repurchase, and also the factors of ties, customer orientation, and physical facilities make a meaningful influence in the relation between relationship marketing and WOM intentions.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌
참고문헌 (64)
참고문헌 신청
2. [학위논문] - 강성완 / 2011 / 댄스스포츠학원의 관계마케팅이 지각된 가치와 소비자행동에 미치는 영향 / 박사 / 목포대학교 대학원
3. [학위논문] - 권혁중 / 2009 / 태권도장 관계마케팅 실행요인이 고객만족, 관계품질 및 고객충성도에 미치는 영향 / 박사 / 단국대학교 대학원
5. [학위논문] - 김동현 / 2010 / 호텔 종사원의 감정노동이 소진 및 직무태도에 미치는 영향에 관한 연구 : 서울소재 특1급 호텔 종사원을 중심으로 / 석사 / 안양대학교 경영행정대학원
7. [학위논문] - 김삼종 / 2007 / 태권도장 서비스품질이 고객만족, 전환장벽 및 고객충성도에 미치는 영향 / 박사 / 경희대학교 체육대학원
8. [학술지(정기간행물)] - 김용만 / 2009 / 무예도장의 물리적환경이 고객만족, 고객신뢰, 전환비용, 재이용의도 및 타인추천의도에 미치는 영향 / 체육과학연구 20 (1) : 46 ~ 56
3. [학위논문] - 권혁중 / 2009 / 태권도장 관계마케팅 실행요인이 고객만족, 관계품질 및 고객충성도에 미치는 영향 / 박사 / 단국대학교 대학원
5. [학위논문] - 김동현 / 2010 / 호텔 종사원의 감정노동이 소진 및 직무태도에 미치는 영향에 관한 연구 : 서울소재 특1급 호텔 종사원을 중심으로 / 석사 / 안양대학교 경영행정대학원
7. [학위논문] - 김삼종 / 2007 / 태권도장 서비스품질이 고객만족, 전환장벽 및 고객충성도에 미치는 영향 / 박사 / 경희대학교 체육대학원
8. [학술지(정기간행물)] - 김용만 / 2009 / 무예도장의 물리적환경이 고객만족, 고객신뢰, 전환비용, 재이용의도 및 타인추천의도에 미치는 영향 / 체육과학연구 20 (1) : 46 ~ 56
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