Taekwondo (TKD) is a popular form of martial arts. The number of TKD academies has increased in the U. S., and there is intense competition among the academies. To compete in a
challenging environment, a marketing mix is recognized as a key element in management of a TKD academy. The purpose of this study was to examine the influence of select marketing mix
variables on the satisfaction of TKD trainees and their post-purchase behavior. Questionnaires were distributed as part of the study; the questionnaires consisted of seven marketing mix
variables (product, price, place, promotion, participants, process, and physical evidence), satisfaction, and post-purchasing behavior (word-of-mouth and intention to continue participation).
The questionnaires were derived from preexisting instruments and developed to assess the determinants of TKD participants' satisfaction and their post-purchase behavior in relation to the
marketing mix variables. A total of 300 questionnaires were distributed through convenience sampling at TKD academies located in San Diego, Oceanside, Irvine, Murrieta, California; Tampa,
Florida; Duluth, Georgia; Raleigh, Fuquay-Varina, North Carolina; and Midlothian, Virginia. A total of 265 questionnaires were analyzed using statistical methods with PASW for Windows 20.0
program and Amos 18.0 program. The data analysis was included: frequency analysis for the demographic characteristics; assessment of normality, linearity, multicollinearity, and
homoscedasticity for the assumption tests of multivariate analysis; computation of Cronbach's alpha coefficients and item-to-total correlations for evidence of reliability; Pearson
product-moment correlation coefficient for evidence of discriminant validity; confirmatory factor analysis for evidence of construct validity; and path coefficient analysis to verify the
research hypotheses. I concluded from the findings of this study that the product, promotion, participants, and process variables positively impacted trainees' satisfaction. On the other
hand, price, place, and physical evidence did not impact trainees' satisfaction. Furthermore, trainees' satisfaction positively impacted their post-purchase behaviors which are intention to
continue participation and word-of mouth. One implication is that TKD academy managers should continue developing the product by providing programs such as demonstration or sparring classes
for adult trainees. In addition, offering social media services could be effective as a promotional tool. TKD instructors should develop physical abilities and have good personalities. Hiring
interns could strengthen the fluency of TKD instruction processes. / A Thesis submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Master of Science. / Fall Semester, 2014. / November 4, 2014. / marketing mix, post-purchase behavior, satisfaction, Taekwondo / Includes bibliographical references. / Jeffrey James, Professor Directing Thesis; Joshua Newman, Committee Member; Amy Chan Hyung Kim, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_253409 |
| Contributors | Na, Sangwon (authoraut), James, Jeffrey D. (Jeffrey Dalton) (professor directing thesis), Newman, Joshua I., 1976- (committee member), Kim, Amy Chan Hyung (committee member), Florida State University (degree granting institution), College of Education (degree granting college), Department of Sport Management (degree granting department) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource (122 pages), computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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