학부모가 지각한 태권도장의 브랜드증거가 고객만족 그리고 고객충성도에 미치는 영향

초록

The purpose of this study was to examine the relationship among brand evidence, customer satisfaction and customer loyalty of taekwondo gym. The subjects were customers from 15 Taekwondo gym and 300 data were collected and 295 of them were chosen for data analyses. The results analyzed with reliability analysis, correlation analysis confirmatory factor analysis, and structural equation model analysis using SPSS 21.0 and AMOS 21.0. The result are summarized as follows. First, barnd name, perceived price, servicescape, core service and employer service out of sbrand evidence had significant influence on and customer satisfaction. Second, customer satisfaction had significant influence on customer loyalty.

키워드