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The Influence of Marketing Mix Variables on Taekwondo Participants' Satisfaction and Post-Purchase Behavior Sangwon Na, Jeffrey D

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The Influence of Marketing Mix Variables on Taekwondo Participants' Satisfaction and Post-Purchase Behavior Sangwon Na, Jeffrey D Florida State University Libraries 2014 The Influence of Marketing Mix Variables on Taekwondo Participants' Satisfaction and Post-Purchase Behavior Sangwon Na, Jeffrey D. (Jeffrey Dalton) James, Joshua I. Newman, Amy Chan Hyung Kim, Florida State University , College of Education and Department of Sport Management Follow this and additional works at the FSU Digital Library. For more information, please contact [email protected] FLORIDA STATE UNIVERSITY COLLEGE OF EDUCATION THE INFLUENCE OF MARKETING MIX VARIABLES ON TAEKWONDO PARTICIPANTS‟ SATISFACTION AND POST-PURCHASE BEHAVIOR By SANGWON NA A Thesis submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Master of Science Degree Awarded: Fall Semester, 2014 Sangwon Na defended this thesis on November 4, 2014. The members of the supervisory committee were: Jeffrey James Professor Directing Thesis Joshua Newman Committee Member Amy Chan Hyung Kim Committee Member The Graduate School has verified and approved the above-named committee members, and certifies that the thesis has been approved in accordance with university requirements. ii ACKNOWLEDGMENTS I would first like to acknowledge my major professor, Dr. Jeffrey James, for his endless support and assistance in the graduate program. I would not have been able to complete my thesis without his patience, encouragement, and dedication. Dr. James has been a great mentor and my role model for my life. I feel very fortunate to work with him and really appreciate his support and assistance. I would like to thank the members of my committee, Dr. Joshua Newman and Dr. Amy Chan Hyung Kim for their great guidance and contribution. This thesis would have been impossible without their valuable feedback and insightful comments. I would like to express my appreciation to my colleagues at Florida State University, Myungwoo Lee, Hoyeol Yu, and Kyungwhan Oh, for their valuable encouragement and advice. I also greatly appreciate my Korea National Sport University professors and alumni, Dr. Byungshik Kim, Dr. Kookhyun Jeong, Dr. Doohan Kim, Joongwoo, Kang, Baekhyeon Han, Guhnhoon Lee, and Bohyeon Kim for their great assistance. Finally, I would like to extend my greatest appreciation to my family, Joonsoo Na, Soonsook Shin, Sangho Na, Soohyun Yoon, and Dongyeop Na for their endless support, love and faith. I will never forget their consistent support, dedication and faith in me. Moreover, I thank my lovely fiancé, Naon Min, for being there when I need it most. iii TABLE OF CONTENTS List of Tables ................................................................................................................................ vii List of Figures .............................................................................................................................. viii Abstract .......................................................................................................................................... ix 1. INTRODUCTION ...................................................................................................................1 1.1 Background of the Study ...............................................................................................1 1.2 Statement of Problems ...................................................................................................2 1.3 Significance of Study .....................................................................................................3 1.4 Research Purpose and Questions ...................................................................................4 1.5 Definitions of Key Terms ..............................................................................................4 2. LITERATURE REVIEW ........................................................................................................6 2.1 Taekwondo Academies in Korea ...................................................................................6 2.1.1 Low Birth Rates .................................................................................................6 2.1.2 Economic Recession ..........................................................................................7 2.1.3 Instructors ..........................................................................................................7 2.2 Taekwondo Academies in the U.S. ................................................................................8 2.2.1 Adaptation of Mixed Martial Arts .....................................................................8 2.2.2 Establishment of Individual TKD Associations ................................................9 2.2.3 Low Birth Rates ...............................................................................................10 2.2.4 Use of the Marketing Mix ................................................................................10 2.3 Theory of Reasoned Action (TRA)..............................................................................11 2.4 The Marketing Mix ......................................................................................................13 2.5 The Marketing Mix for TKD Academies as Service Firms .........................................15 2.5.1 Product .............................................................................................................15 2.5.2 Price .................................................................................................................15 2.5.3 Place .................................................................................................................16 2.5.4 Promotion .........................................................................................................16 2.5.5 Participants .......................................................................................................16 2.5.6 Process .............................................................................................................17 2.5.7 Physical Evidence ............................................................................................17 2.6 Satisfaction ...................................................................................................................17 2.7 Post-purchase Behavior ...............................................................................................19 iv 2.7.1 Intention to Continue Participation .................................................................19 2.7.2 Positive Word-of-Mouth ..................................................................................20 2.8 Relationship between the Marketing Mix Variables and Satisfaction .........................21 2.8.1 Relationship between Product and Satisfaction ...............................................22 2.8.2 Relationship between Price and Satisfaction ...................................................23 2.8.3 Relationship between Place and Satisfaction ...................................................24 2.8.4 Relationship between Promotion and Satisfaction ..........................................25 2.8.5 Relationship between Participants and Satisfaction ........................................26 2.8.6 Relationship between Process and Satisfaction ...............................................27 2.8.7 Relationship between Physical Evidence and Satisfaction ..............................29 2.9 Relationship between Satisfaction and Post-purchase Behavior .................................30 3. METHODS ............................................................................................................................33 3.1 Research Model ...........................................................................................................33 3.2 Research Design...........................................................................................................34 3.3 Participants ...................................................................................................................34 3.4 Research Instrument.....................................................................................................36 3.5 Data Collection ............................................................................................................41 3.6 Data Analysis ...............................................................................................................41 3.6.1 Data Preparation...............................................................................................41 3.6.2 Frequency Analysis ..........................................................................................43 3.6.3 Validity and Reliability ....................................................................................43 3.6.4 Path Coefficient Analysis ................................................................................46 4. RESULTS ..............................................................................................................................47 4.1 Sample Characteristics .................................................................................................47 4.2 Assumption Tests for Multivariate Analysis ...............................................................50 4.2.1 Normality .........................................................................................................50 4.2.2 Linearity ...........................................................................................................51 4.2.3 Multicollinearity ..............................................................................................54
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