미국 태권도장 서비스품질요인의 상대적 중요도

Abstract

In order to make the process of hierarchical analysis more efficient, this research is done based on the survey submitted by 17 participants out of 23 people selected by convenience sampling method when Korean instructors of taekwondo studios in the United States are a population, and 6 are excluded for insincerity. As a result, among the various factors of service quality in American taekwondo studios, service tangibility is a priority, and this is followed by perceptual openness, responsiveness, reliability, and certainty in order. Hereupon, the managerial implications of the result for American taekwondo studios are the followings. First, in terms of managing taekwondo studios in the United States, facilities, equipments, and circumstances are very important factors, so those that fit with instructors’ style and capability should be prepared. Second, there should be a planning and execution of continuous managerial activities to understand trainees’ needs. Third, to minimize the cultural gap with locals, instructors should realize the importance of natural communication with trainees and their parents and include this as their managerial task. Furthermore, this research has following implications as a significant base line data for Korean instructors who seek entry into taekwondo studios in the United States. Firstly, there should be a basic education on the American legal system of operating sports facilities and private education service institutions. On top of that, the education on American culture is also necessary. Third, the education on office work used in the United States should be taught. Lastly, Korean history and chivalry should be educated as well.