태권도장 수련생 모집에 관한 질적 연구 (Qualitative in-depth study of success factors in Taekwondo trainees recruitmented)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 22권 / 4호 / 799 ~ 815페이지
· 저자명 : 오인호, 김범식

초록

This study aimed to analyze success factors and weakness factors among taekwondo training stadiums and thereby provide assistance in the management of taekwondo gyms based on insights gained from successful cases. The investigation methods used to achieve this research purpose included the qualitative research method of in-depth interviews and successful gyms were analyzed from various perspectives using methods such as attributes factor analysis, 4p’s marketing mix factor analysis and SWOT analysis, selected in accordance with their characteristics. The analysis of gym attributes indicated that the factors that determined success included materials and non-materials services, the degree of openness in the pedagogical approach, transparency in the management of training tuition fees secured by means of the direct participation of the trainees’ parents, the partial return of fees to trainee members, and positive facilities. The 4p’s marketing mix factor analysis found that successful gym were those that increased the satisfaction of the trainees and their parents through the systemically interrelated effects of location, program contents, fee prices, facilities and promotional advertisements. The SWOT analysis demonstrated that the educational program, gym trainee management, gym operation, prioritization of customers satisfaction and management mentality constituted the strength factors, while locational conditions, lack in martial arts aptitudes, decentralization of operations, lack in education time for trainees and lack in proper taekwondo characteristics were weakness factors. In additions, future-oriented gyms were observant of sustained interaction with regional growth to identify opportunities for gym branching and emphasized educational value for consumers, while introducing the latest educational programs to not only enhance the quality of education but also improve communication with parents, utilizing communication technologies to achieve success in their trainee recruitment efforts.

영어초록

This study aimed to analyze success factors and weakness factors among taekwondo training stadiums and thereby provide assistance in the management of taekwondo gyms based on insights gained from successful cases. The investigation methods used to achieve this research purpose included the qualitative research method of in-depth interviews and successful gyms were analyzed from various perspectives using methods such as attributes factor analysis, 4p’s marketing mix factor analysis and SWOT analysis, selected in accordance with their characteristics. The analysis of gym attributes indicated that the factors that determined success included materials and non-materials services, the degree of openness in the pedagogical approach, transparency in the management of training tuition fees secured by means of the direct participation of the trainees’ parents, the partial return of fees to trainee members, and positive facilities. The 4p’s marketing mix factor analysis found that successful gym were those that increased the satisfaction of the trainees and their parents through the systemically interrelated effects of location, program contents, fee prices, facilities and promotional advertisements. The SWOT analysis demonstrated that the educational program, gym trainee management, gym operation, prioritization of customers satisfaction and management mentality constituted the strength factors, while locational conditions, lack in martial arts aptitudes, decentralization of operations, lack in education time for trainees and lack in proper taekwondo characteristics were weakness factors. In additions, future-oriented gyms were observant of sustained interaction with regional growth to identify opportunities for gym branching and emphasized educational value for consumers, while introducing the latest educational programs to not only enhance the quality of education but also improve communication with parents, utilizing communication technologies to achieve success in their trainee recruitment efforts.

참고자료

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