학술논문
태권도장의 관계마케팅이 라포형성, 관계의 질, 관계지속성에 미치는 영향
Document Type
Academic Journal
Author
Source
코칭능력개발지. 2022-05 24(2):67-79
Subject
Language
Korean
ISSN
1229-6597
2765-3021
2765-3021
Abstract
본 연구는 태권도장의 관계마케팅이 라포형성, 관계의 질, 관계지속성에 미치는 영향을 규명하는데 목적이 있다. 이를 통해 태권도장과 고객 간의 관계마케팅에 따른 인과관계를 규명하여 태권도장의 운영에 따른 프로그램 개발, 제품개발 및 경영성과를 높이기 위한 도장 활성화를 위한 기초자료를 제시하고자 한다. 본 연구목적을 달성하기 위해 서울과 경기도 소재의 태권도장을 이용하고 있는 학부모를 대상으로 988부의 설문지를 배부하였고 최종 833부의 설문지를 분석하였다. 자료분석은 SPSS ver. 25를 사용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석을 실시하였으며 결과는 다음과 같다. 첫째, 관계마케팅이 라포형성에 유의한 영향을 미친다. 둘째, 관계마케팅이 관계의 질에 유의한 영향을 미친다. 셋째, 관계마케팅이 관계지속성에 유의한 영향을 미친다. 넷째, 라포형성이 관계의 질에 유의한 영향을 미친다. 다섯째, 라포형성이 관계지속성에 유의한 영향을 미친다. 여섯째, 관계의 질은 관계지속성에 유의한 영향을 미친다. 이러한 결과를 종합해 볼 때, 태권도장의 관계마케팅이 라포형성, 관계의 질 및 관계지속성에 긍정적인 효과를 가져왔다는 결과를 알 수 있다. 즉, 경쟁이 치열해지는 태권도 사업에서 강조되고 있는 라포를 분석하고 관계마케팅과 관계의 질 간의 통합적인 관계를 확인하고 검증했다는 측면에서 학술적, 실증적으로 의미를 찾을 수 있다. 시사점으로, 관계마케팅을 위해 태권도장의 공개심사와 온라인 만족도 조사 등을 통하여 고객과의 의사소통이 활발하게 이루어져야 할 것이다. 또한, 안전관리 교육과 도장 내 부상 방지 매트 및 안전성 교육을 통해 안전성을 더 높이는 방법을 추구해야 할 것이다.
This study attempted to examine the effect of Taekwondo gyms" relationship marketing on rapport building, quality of relationship and relationship sustainability. Drastically growing Taekwondo gyms enter the excessively competitive period, due to their quantitative increase. In addition, the Taekwondo education market currently faces a more serious challenge caused by COVID-19. It"s time for Taekwondo managers to establish a variety of management strategies for considering how to overcome such a challenge for the market. It, therefore, aims to provide basic data for helping develop programs necessary for managing Taekwondo gyms and activate the management, by investigating the causal relationship between Taekwondo gyms" relationship marketing and rapport building, quality of relationship and relationship sustainability, and therefore, emphasizing the need for the relationship marketing between Taekwondo gyms" coaches and parents. To this end, it recruited parents with children enrolled in Taekwondo gyms located in Seoul and Gyeonggido. A total of 833 copies of questionnaires were used in the final analysis. For the data analysis, frequency analysis, exploratory factor analysis, correlation analysis and multi-regression analysis were conducted by using SpSS 25 Version. The findings are as follows: First, the factors of rapport building, such as pleasant interactions and individual bonds have significant effects on the relationship marketing. Second, the rapport building has a positive effect on all factors of the quality of relationship. Third, the rapport building has a positive effect on the relationship sustainability. Fourth, the relationship marketing has a statistically significant effect on the quality of relationship. Fifth, the relationship marketing has a statistically significant effect on the relationship sustainability. Taken together, the findings suggest that Taekwondo gyms" relationship marketing had a positive effect on rapport building, quality of relationship and relationship sustainability. This study has an academic and empirical implication, in that it analyzed the rapports emphasized by the Taekwondo industry which has been more fiercely competitive and verified and inspected the integrated relationship between the relationship marketing and the quality of relationship. It would be necessary to activate the communication with customers, by using Taekwondo gyms" open judgement, an online satisfaction survey, etc. based on the relationship marketing. In addition, it is also necessary to pursue the methods for increasing the safety, by using the safety management training, injury prevention mats in gyms and safety training. Taekwondo gyms" coaches should encourage trainees to participate in the continuous training, by developing seminars, strategies for coping with customers and training programs. Building rapports with parents appears to be an important factor, so Takegwondo gyms need to make effort to satisfy parents" needs. Stronger rapports between parents and Takegwondo gyms" coaches would be built, only if the latter respond to the former"s proper needs but can politely reject impossible demands. It would be necessary to manage customers through the sustainable relationship with those who use Taekwondo gyms, which may lead to stronger rapports between coaches and parents, if the latter"s satisfaction with and confidence in Taekwondo gyms can be increased. The strategies suggested by this study are thus thought to contribute to the management of Taekwondo gyms and marketing plans.
This study attempted to examine the effect of Taekwondo gyms" relationship marketing on rapport building, quality of relationship and relationship sustainability. Drastically growing Taekwondo gyms enter the excessively competitive period, due to their quantitative increase. In addition, the Taekwondo education market currently faces a more serious challenge caused by COVID-19. It"s time for Taekwondo managers to establish a variety of management strategies for considering how to overcome such a challenge for the market. It, therefore, aims to provide basic data for helping develop programs necessary for managing Taekwondo gyms and activate the management, by investigating the causal relationship between Taekwondo gyms" relationship marketing and rapport building, quality of relationship and relationship sustainability, and therefore, emphasizing the need for the relationship marketing between Taekwondo gyms" coaches and parents. To this end, it recruited parents with children enrolled in Taekwondo gyms located in Seoul and Gyeonggido. A total of 833 copies of questionnaires were used in the final analysis. For the data analysis, frequency analysis, exploratory factor analysis, correlation analysis and multi-regression analysis were conducted by using SpSS 25 Version. The findings are as follows: First, the factors of rapport building, such as pleasant interactions and individual bonds have significant effects on the relationship marketing. Second, the rapport building has a positive effect on all factors of the quality of relationship. Third, the rapport building has a positive effect on the relationship sustainability. Fourth, the relationship marketing has a statistically significant effect on the quality of relationship. Fifth, the relationship marketing has a statistically significant effect on the relationship sustainability. Taken together, the findings suggest that Taekwondo gyms" relationship marketing had a positive effect on rapport building, quality of relationship and relationship sustainability. This study has an academic and empirical implication, in that it analyzed the rapports emphasized by the Taekwondo industry which has been more fiercely competitive and verified and inspected the integrated relationship between the relationship marketing and the quality of relationship. It would be necessary to activate the communication with customers, by using Taekwondo gyms" open judgement, an online satisfaction survey, etc. based on the relationship marketing. In addition, it is also necessary to pursue the methods for increasing the safety, by using the safety management training, injury prevention mats in gyms and safety training. Taekwondo gyms" coaches should encourage trainees to participate in the continuous training, by developing seminars, strategies for coping with customers and training programs. Building rapports with parents appears to be an important factor, so Takegwondo gyms need to make effort to satisfy parents" needs. Stronger rapports between parents and Takegwondo gyms" coaches would be built, only if the latter respond to the former"s proper needs but can politely reject impossible demands. It would be necessary to manage customers through the sustainable relationship with those who use Taekwondo gyms, which may lead to stronger rapports between coaches and parents, if the latter"s satisfaction with and confidence in Taekwondo gyms can be increased. The strategies suggested by this study are thus thought to contribute to the management of Taekwondo gyms and marketing plans.