학부모가 인식한 태권도장 서비스보증이 서비스신뢰, 서비스가치, 고객충성도에 미치는 영향

The purpose of this study is to verify the Effect of Taekwondo gym service guarantee perceived by parents on service trust, service value, and customer loyalty. For this purpose, a questionnaire survey was conducted targeting 250 parents of five Taekwondo gyms located in Suwon-si, Gyeonggi-do for approximately one month from August 21 to September 22, 2023. Of these, 235 questionnaires were collected, and 223 questionnaires, excluding 12 that were judged to be insincere, were used in the final analysis. Data analysis was conducted using IBM SPSS 22.0 program to perform frequency analysis, reliability verification, exploratory factor analysis, correlation analysis, and regression analysis. As a result of the analysis, first, Taekwondo gym service guarantee has a positive effect on service trust. second, the Taekwondo gym service guarantee has a positive effect on service value. third, the Taekwondo gym service guarantee has a positive impact on reuse intention and positive word of mouth. fourth, trust in Taekwondo gym service has a positive effect on service value. fifth, trust in Taekwondo gym service has a positive effect on reuse intention and positive word of mouth. sixth, the service value of Taekwondo gyms has a positive effect on reuse intention and positive word of mouth.