(10권1호) 중국 태권도장 학부모가 인식하는 관계혜택과 소비자 상호신뢰, 충성도 및 추천의도에 관한 연구

본 연구의 대상은 중국 산동성 지역에 위치한 태권도장의 학부모를 중심으로 도장 관계혜택이 소비자 상호신뢰, 충성도 및 추천의도에 미치는 인과관계를 살펴보고자 총 549명의 설문지를 활용하였다. 자료처리방법은 SPSS 25.0 통계프로그램을 이용하여 빈도분석, t-test, 일원변량분석, 사후분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 다중회귀분석을 실시하여 다음과 같은 결과를 도출하였다. 첫째, 인구통계학적 특성에 따른 방문경로, 자녀학년에 따라 관계혜택에 유의한 차이가 나타났다. 둘째, 학부모의 관계혜택 중 경제적 혜택, 사회적 혜택, 고객화 혜택 순으로 소비자 상호신뢰에 유의한 영향을 미쳤다. 셋째, 학부모의 관계혜택 중 경제적 혜택, 고객화 혜택, 심리적 혜택, 사회적 혜택 순으로 충성도에 유의한 영향을 미쳤다. 넷째, 학부모의 관계혜택 중 경제적 혜택, 사회적 혜택, 고객화 혜택, 심리적 혜택 순으로 추천의도에 유의한 영향을 미쳤다. 이러한 연구결과를 토대로, 중국의 태권도장은 관계혜택 중 경제적인 측면이 매우 중요함을 시사하고 있으며 중국 태권도장 실정에 맞는 관계마케팅 및 소비자의 행동연구에 따른 다양한 마케팅적 연구가 이루어져야 할 것이다.

The purpose of this study is to examine the effects of relational benefits from Taekwondo Gyms in China, which utilized consumer characteristics, on the mutual trust, loyalty, and recommendation intentions of consumers in order to provide basic data for sustainable growth of the Taekwondo industry in terms of the characteristics of consumers of Taekwondo Gyms in China and management and marketing strategies. Accordingly, data were collected from those parents who have been registered with the association in Shandong Province in China, where the Taekwondo education industry is the most active, as subjects using the convenience sampling method and a total of 549 copies of the questionnaire were analyzed. For data processing for this research, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multi-regression analysis using SPSS 25.0, and as a result of the analysis, this study drew the conclusion as follows: First, there were significant differences in economic and psychological benefits among parents' visit routes according to the demographic characteristics and the results of post hoc tests indicated that economic and psychological benefits were higher in the case of introduction by flyers than acquaintances. Second, among the relational benefits of parents, economic benefits had the largest significant effect on the mutual trust followed by psychological benefits, and customization in order of precedence. Third, among the relational benefits of parents, economic benefits had the largest significant effect on the loyalty followed by customization, social benefits, and psychological benefits in order of precedence. Fourth, among the relational benefits of parents, economic benefits had the largest significant effect on recommendation intentions followed by psychological benefits, and customization in order of precedence. The study findings as such indicate that among relational benefits, economic benefits are very important for Taekwondo Gyms in China and, that studies on the local relationship marketing and consumer behaviors, that fit the actual states of Taekwondo Gyms in China should be steadily conducted.

주제어: 중국 태권도장, 관계혜택, 소비자 상호신뢰, 충성도, 추천의도