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
- 2011.12
- 수록면
- 599 - 614 (16page)
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초록· 키워드
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This study is to create a research model based on previous studies about marketing strategy and customer orientation, and to analyze the relationship among customer orientation, customer loyalty, and customer confidence according to prevailing marketing strategies of Taekwondo academy.
The subject group for the research was 400 parents of students going to Taekwondo academies in Daegu area. 375 questionnaires were collected as valid samples excluding 25 data which was considered to contain untruthful or omitted answers. From the result for the reliability test of measurement instrument, Cronbach’s α was very high between .703 and .928. The validity test was reorganized by factors higher than 1.0 through the research confirmation factor analysis. The multiple regression analysis was used for data analysis. Below is the test results based on the research and data analysis method as above.
Firstly, for the effect of marketing strategy on customer orientation, it was found that a product and price in marketing strategy affect the customer orientation. Secondly, for the effect of marketing strategy on customer loyalty, it was found that a promotion and price in marketing strategy affect the customer loyalty. Thirdly, for the effect of marketing strategy on customer confidence, it was found that a product, promotion and customer relationship management affect the customer confidence. Fourthly, for the effect of customer orientation on customer loyalty, it was found that service intention of customer orientation affects the customer loyalty. Fifthly, for the effect of customer orientation on customer confidence, it was found that service attitude, service behavior and service intention affect the customer confidence.
In sum, it can be concluded that the marketing strategies of Taekwondo academy affect the customer behavior as it affects customer orientation, customer loyalty, and customer confidence.
The subject group for the research was 400 parents of students going to Taekwondo academies in Daegu area. 375 questionnaires were collected as valid samples excluding 25 data which was considered to contain untruthful or omitted answers. From the result for the reliability test of measurement instrument, Cronbach’s α was very high between .703 and .928. The validity test was reorganized by factors higher than 1.0 through the research confirmation factor analysis. The multiple regression analysis was used for data analysis. Below is the test results based on the research and data analysis method as above.
Firstly, for the effect of marketing strategy on customer orientation, it was found that a product and price in marketing strategy affect the customer orientation. Secondly, for the effect of marketing strategy on customer loyalty, it was found that a promotion and price in marketing strategy affect the customer loyalty. Thirdly, for the effect of marketing strategy on customer confidence, it was found that a product, promotion and customer relationship management affect the customer confidence. Fourthly, for the effect of customer orientation on customer loyalty, it was found that service intention of customer orientation affects the customer loyalty. Fifthly, for the effect of customer orientation on customer confidence, it was found that service attitude, service behavior and service intention affect the customer confidence.
In sum, it can be concluded that the marketing strategies of Taekwondo academy affect the customer behavior as it affects customer orientation, customer loyalty, and customer confidence.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
참고문헌
참고문헌 (52)
참고문헌 신청
1. [학위논문] - 강경도 / 2011 / 태권도장 마케팅믹스 요인이 만족, 신뢰, 고객애호도에 미치는 영향 / 석사 / 조선대학교 대학원
2. [학위논문] - 강시종 / 2005 / 스포츠센터 이용자의 라이프스타일이 서비스만족 및 고객애호도에 미치는 영향 / 석사 / 용인대학교 대학원
3. [학위논문] - 강진형 / 2000 / 무도장 소비자의 서비스품질 지각에 따른 마케팅믹스 / 박사 / 세종대학교 대학원
4. [단행본] - 국기원 / 2009 / 국․내외유단자현황 / 국기원
5. [학위논문] - 김길영 / 2009 / 스포츠센터 경영활성화를 위한 마케팅믹스 전략이 고객만족 및 구매 후 행동에 미치는 영향 / 석사 / 한국체육대학교 대학원
2. [학위논문] - 강시종 / 2005 / 스포츠센터 이용자의 라이프스타일이 서비스만족 및 고객애호도에 미치는 영향 / 석사 / 용인대학교 대학원
3. [학위논문] - 강진형 / 2000 / 무도장 소비자의 서비스품질 지각에 따른 마케팅믹스 / 박사 / 세종대학교 대학원
4. [단행본] - 국기원 / 2009 / 국․내외유단자현황 / 국기원
5. [학위논문] - 김길영 / 2009 / 스포츠센터 경영활성화를 위한 마케팅믹스 전략이 고객만족 및 구매 후 행동에 미치는 영향 / 석사 / 한국체육대학교 대학원
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UCI(KEPA) : I410-ECN-0101-2013-692-001292943