태권도장의 관계마케팅 요인이 관계의 질과 성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

The Effect of Relationship Marketing Implement factor on The Quality and Outcome in Taekwondo Gymnasium



Kang, min young
Department of Physical Education
Graduate School Education
Jeonju University


This research set a model of re-register intention, mouth to mouth intention, trust, Teakwondo gym's relationship and satisfaction based on the theories which are related to relationship and satisfaction, trust, mouth to mouth intention, and re-register intention; Swain, Trawick and Silva(1985), Evan(1990), Crosby, Evans and Cowles(1990), Kim(2001), Song(1994), Ganesan(1994), Morgan and Hunt(1994), Wilson(1995), Anderson, Fornell and Lehmann(1994), Bitner(1990), Gu(1995), Go and Lee(2007), Hwang and Kim(2002), Shemwell(1995), Garvarino, Johnson(1999), Chaudh
uri and Holbrook(2001), Yoon(2000), Choi(2002), Jung and Yang(2001).
The target of the research is the parents of Taekwondo gyms which are registered in Korea Taekwondo Association in Seoul, Daejoen. Also, the research did sampling two hundreds eighty ones by using Convenience Sampling, then actually used two hundreds sixty three ones except seventeen ones which are inappropriate.
Then, the research tested each assumption after making sure the test of suitability on the models by using SPSSWIN Ver 17.0 and AMOS 17.0 for the purpose of dealing the data. Accordingly, the research got the following result after analyzing the data in accordance with the research procedure and method.

First, the result has shown that factor of social bond, of relation recovery, and of structure have an effect on satisfaction. On the other hand, factor of cost showed that doesn't have any effect on satisfaction.
Secondly, the result has shown that factor of social bond, of relation recovery, and of cost have an effect on trust. However, the factor of structure showed that have little effect on the trust.
Thirdly, the result has shown that satisfaction has an effect on trust.
Fourthly, the result has shown that satisfaction has an effect on mouth to mouth intention.
Fifthly, the result has shown that satisfaction doesn't have an effect on the re-register intention.
Sixthly, the result has shown that trust has an effect on mouth to mouth intention.
Finally, the result has shown that trust has an effect on the re-register intention.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 4
• 3. 이론적 관계모형 및 연구가설 6
• 1) 관계마케팅요인과 만족 및 신뢰 관계 6
• 2) 만족과 신뢰의 관계 7
• 3) 만족과 구전의도 및 재등록의사의 관계 8
• 4) 신뢰와 구전의도 및 재등록의사의 관계 9
• 4. 연구의 제한점 11
• 5. 용어의 정의 12
• Ⅱ. 이론적 배경 14
• 1. 태권도 14
• 1) 태권도의 개념 14
• 2) 태권도의 교육 16
• 3) 태권도장의 경영 18
• 2. 관계 마케팅 22
• 1) 관계마케팅의 개념 22
• 2) 관계마케팅의 특성 28
• 3) 관계마케팅 유형 31
• 3. 관계의 질 38
• 1) 만족 39
• 2) 신뢰 42
• 4. 관계성과 44
• 1) 구전의도 44
• 2) 재등록의사 46
• Ⅲ. 연구방법 48
• 1. 연구대상 48
• 2. 조사도구 49
• 1) 예비조사 50
• 2) 설문지 구성 50
• 3) 요인분석 52
• 4) 신뢰도 53
• 3. 조사절차 54
• 4. 자료 처리방법 55
• Ⅳ. 연구 결과 56
• 1. 분석과정 56
• 1) 확인적 요인분석 56
• 2) 상관관계분석 60
• 3) 연구모형의 접합도 평가 62
• 2. 가설검증 결과 62
• Ⅴ. 논의 및 현장전략 제시 66
• 1. 논의 66
• 1) 관계마케팅요인과 만족 및 신뢰의 관계 66
• 2) 만족과 신뢰와의 관계 68
• 3) 만족과 구전의도 및 재등록의사의 관계 70
• 4) 신뢰와 구전의도 및 재등록의사의 관계 71
• 2. 현장전략 제시 73
• Ⅵ. 결론 및 제언 75
• 1. 결론 75
• 2. 제언 76
• 참 고 문 헌 78
• 부 록 89
• ABSTRACT 94