earticle

영어

In the modern society, the numbers of people who participate in sports actively have been incredibly increasing under the influence of reduced working hour, increased leisure time, and increased household income. Also, in the information age, more and more customers want to be satisfied their various desires, and martial arts managers need new management strategy to immediately meet the customers’ wants. Customers would leave if a manager could not develop new program and offer differentiated service to meet diversity of customers’ desires in a fierce competition. Therefore, it is very important to understand what factors are key to choose martial arts academy when customers decide. Especially, an effective variable to establish a sport marketing strategy is servicescape that could be used to investigate customers’ satisfaction in the sport facility where is important physical environment, like martial arts academy. However, there is a lack of research examining servicescape and sport facility, and especially to date few studies related with martial arts academy have examined. This researcher would reveal structural relationship among servicescape, emotion, customer satisfaction, and customer loyalty at Kyokushin Karate and Brazilian Jiu-Jitsu that consisted of adult trainees. Therefore, the purpose of this study was to provide fundamental data that would be essential to establish effective marketing strategy of martial arts academy. To conduct of this research goal, researcher used convenience sampling, and participants were 322 who are trainees in capital area and Busan. Research tool was paper-based survey, and confirmatory factor analyses (CFA) were conducted to examine the factor structure, and structural equation model (SEM) was analyzed to reveal the relation between variables. Model verification were used maximum likelihood, and determine the significant of path coefficient by using the value of critical ratio (CR). Finally, the total data were 309 (95.9%) out of 322, and using SPSS WIN Ver. 18.0 and AMOS 18.0 were calculated. Researcher verified each hypothesis after checking goodness-of-fit test by SEM analysis, and the results were followed: First, cleanliness, which is the sub-factor of servicescape has a significant effect on emotion. However, esthetic, accessibility, and ambient condition have not significant influence on emotion. Second, ambient condition and accessibility, which is the sub-factor of servicescape have a significant effect on customer satisfaction. However, esthetic and cleanliness have not significant impact on customer satisfaction. Third, emotion affects customer satisfaction and customer loyalty.Finally, customer satisfaction has a significant influence on customer loyalty.