earticle

영어

This study aims to understand the trainees’ and their parents’ perception and satisfaction level on the marketing program of Taekwondo gymnasiums and to compare and analyze the difference in the perception and satisfaction level between those two groups and to provide fundamental material needed in application of Taekwondo program and development of effective program through factors of marketing program for the effective operation of Taekwondo gymnasiums.
To fulfill those goals, I carried out a survey in 280 trainees and their parents located in Kwangmyung area and 223 copies from trainees and 267 copies of parents were returned.
As the measurement tools in collecting material, I made up a questionnaire through referring to and modifying those of preceded papers by Lee, Song Hak, Yoon, Oh Nam! and Bang Man Kyu. For data analysis, I used means and standard deviation, t-test and significant probability test.
Through the study method and procedure, the results of examining the perception and satisfaction level of trainees and their parents regarding the marketing program were as follows:
First, as for the trainees’ perception and satisfaction level regarding Taekwondo marketing program area, trainees’ perception was relatively low compared to their satisfaction level. As for the difference according to factors, relatively low perception recorded in the order of the program, promotion, service, coach and facility parts and relatively high level of satisfaction showed in the order of the program, promotion, service, coach and facility parts. Further, the difference between the perception and satisfaction level was the biggest in promotion factor and narrowest in facility factor.
Second, as for the parents’ perception and satisfaction level regarding Taekwondo marketing program area, parents’ perception was relatively low compared to their satisfaction level. As for the differences according to factors, relatively low perception recorded in the order of the program, promotion, service, coach and facility parts and relatively high level of satisfaction showed in the order of the program, service, promotion, coach and facility parts. Further, the difference between the perception and satisfaction level was the biggest in facility factor and narrowest in promotion factor.
Third, in comparison of the differences in perception and satisfaction level Taekwondo trainees and their parents, on the whole, as for the difference in perception and in satisfaction level of trainees and their parents regarding the marketing program, parents showed higher perception but there was no significant statistical difference. However, by reviewing according to each subfactors, parents showed higher perception than those of trainees in coach, facility, marketing program part, trainees showed to perceive higher than parents in facility, marketing program factors and statistically significant difference was appeared.
Reviewing the difference in satisfaction level, generally trainees appeared high than parents and showed significant difference statistically. Therefore by examining according to subfactors, the trainees showed higher level of satisfaction in coach, facility, program and promotion factors.