프랜차이즈 태권도장 지원시스템이 가맹 만족, 신뢰 및 추천의도에 미치는 영향

The purpose of this study was to examine the effect of franchise Taekwondo gym support system on the satisfaction, trust, and recommendation intention of franchise gym in order to diagnose. Franchise Taekwondo gym support system that has been established widely in domestic Taekwondo market and to provide the academic basis for the development of franchise culture for efficient Taekwondo gym management. The subjects of this study were 319 Taekwondo Headmasters of franchise Taekwondo gym who participated in the national Taekwondo Poomsae Competitions and Korea Taekwondo Research Institute Seminar. Questionnaires were distributed to those Taekwondo head masters and collected. A total of 300 questionnaire sets were used for final analysis, excluding 19 questionnaire sets that contained bundled answers. As a research tool, the questionnaire consisted of 11 questions for Franchise Support System used in the study of Min, Y. G. (2006) based on the measurement tools which had been developed by Stern & El-ansary (1992) and Lewis & Lambert (1991). Also 5 questions for satisfaction of used in the study of Kim, E. H. (2004) and 7 questions for trust, 3 questions for recommendation intent of used in the study of Hong, C. H. (2016). The questions were revised and supplemented according to the purpose of this study, and composed of 29 questions including demographic characteristics and 3 questions. For the analysis of results, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis was performed by using SPSS 23.0 Version. First, Taekwondo gym franchise support system had a significant effect on the satisfaction of franchise gym as a whole in the order of sales support (β=.628, p<.001), and product support (β=.248, p<.001). Second, Taekwondo gym franchise support system had a significant effect on the trust of franchise gym as a whole in the order of sales support (β=.561, p<.001), and product support (β=.310, p<.001). Third, Taekwondo gym franchise support system had a significant effect on the recommendation intention of franchise gym as a whole in the order of sales support(β=.612, p<.001), product support (β=.263, p<.001).Based on consideration of overall results of this study, it was found that constant support of the franchise Taekwondo gym support system was the most influential factor affecting the satisfaction, trust, and recommendation intention of the franchise gyms. Thus, the franchise Taekwondo gym head office should be able to promote a more positive relationship by providing with continuous management and information provision in the course of operation of franchise gym and by establishing a systematic system for development and support of new Taekwondo education programs.