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The Influence of Relationship Marketing Strategy on Relationship Quality and Behavior Purpose in Martial Arts Training Centers
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무도도장 관계마케팅 전략이 관계품질 및 행동의도에 미치는 영향

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Type
Academic journal
Author
Journal
Korean Alliance of Martial Arts 대한무도학회지 대한무도학회지 제12권 제1호 KCI Accredited Journals
Published
2010.1
Pages
249 - 262 (14page)

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The Influence of Relationship Marketing Strategy on Relationship Quality and Behavior Purpose in Martial Arts Training Centers
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This study was designed to shed light on the influence of relationship marketing strategy on relationship quality and behavior purpose in martial arts training centers. 400 customers were selected from 10 martial arts training centers located in Seoul and Gyeonggi region by using convenient sampling method. Among 400 questionnaires distributed and collected, 30 were excluded from the study because they were neither thoughtfully nor completely answered. As a result, only 370 questionnaires were adopted and analyzed. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis and regression analysis using SPSS 15.0 program. Results from the above survey and analysis of data and information revealed the following:First, relationship marketing strategy had significant influences on belief, and relationship marketing strategy had 40.9%(R2=.409) of influence about belief. Second, relationship marketing strategy had significant influences on commitment, and relationship marketing strategy had 35.2%(R2=.352) of influence about commitment. Third, relationship marketing strategy had significant influences on positive word-of-mouth, and relationship marketing strategy had 29.6%(R2=.296) of influence about positive word-of-mouth. Fourth, relationship marketing strategy had significant influences on repurchase, and relationship marketing strategy had 29.0%(R2=.290) of influence about repurchase. Fifth, relationship quality had significant influences on positive word-of-mouth, and relationship quality had 35.0%(R2=.350) of influence about positive word-of-mouth. Sixth, relationship quality had significant influences on repurchase, and relationship quality had 41.6%(R2=.416) of influence about repurchase.

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