합기도 체육관의 관계마케팅이 수련생의 공감대 형성 및 수련태도에 미치는 영향

Abstract

A relationship marketing, as a management strategy, is considered to be an effective method to enhance private Hapkido Gymnasiums’ competitiveness, increase demand, and secure broad resource pools. Thus, this study aims to investigate a relationship between the relationship marketing and Hapkido trainees’form a bond of sympathy and their attitude towards training. For this study, in September 2018, a population was selected from trainees who practice in Hapkido gymnasiums located in Gyeonggi-do and Gyeongsangbuk-do. Among them, a sample of 260 was extracted through a convenience sampling method. A questionnaire of 251 participants was analyzed by excluding a questionnaire of 9 participants due to inappropriate answers. Frequency analysis, exploratory factor analysis, reliability analysis, correlation, correlation analysis, and multiple regression analysis were conducted through SPSS 21.0. The results were shown as follows: First, in relation to the relationship marketing and trainees’form a bond of sympathy, a positive relationship was found. More specifically, a social strategy and a structural strategy, sub-elements of the relationship marketing, had positive influence on a form of pleasant relationship among trainees. On the other hand, only the social strategy had positive influence on the trainees’form a sense of fellowship. Second, with regard to the relationship between the relationship marketing and the trainees’attitude towards training, the social strategy, the structural strategy and the pricing strategy had positive influence on the trainees’perception of training. Positive relationships were also found between the social strategy, the structural strategy and the trainees’concentration on training. Lastly, forming a bond of sympathy between teachers and the trainees had positive influence on the trainees’attitude towards training. In addition, there was positive influence of the pleasant relationship and the form of a sense of fellowship on the trainees’perception of training and concentration on training.