태권도장의 서비스보증이 서비스가치, 고객만족 및 고객충성도에 미치는 영향

This study aims to examine the effects of service guarantee of Taekwondo studio currently facing saturated competitive situation on the factors of service value, customer satisfaction and customer loyalty, through which the effects of service guarantee strategy will be identified to provide basic information for more effective marketing strategy of Taekwondo studio. Accordingly, this study was conducted for about two months during May 10 - July 29, 2016, and using random simple sampling with a list of trainees at S, C Taekwondo studios located in Gangnam-gu, Seoul to select 170 participants. Among 170 copies of survey questionnaires, 168 copies were collected and 163 copies were used in the end upon excluding copies that were considered to be unusable for this study. Upon reviewing the results of this study and previous studies, it was found that service guarantee factor of Taekwondo studio have direct and positive effects on service value, customer satisfaction and customer loyalty. Based on this, it is necessary for service guarantee system to play a more important role in Taekwondo studios as a factor allowing studios to become more competitive.