The Impact of Perceived Hapkido Service Quality on Exercise Continuation and Recommendation Intentions, with a Focus on Korean Middle and High School Students

This research analyzes the impact of quality of service as perceived by Hapkido students on their exercise continuation and recommendation intentions. It also identifies measures to reduce the rate of student dropout, strengthen competitiveness, and create more efficient marketing strategies for con...

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Bibliographic Details
Published inSustainability Vol. 13; no. 6; p. 3389
Main Authors Park, Tae-Seung, Kim, Jun-Su, Kim, Jiyoun
Format Journal Article
LanguageEnglish
Published Basel MDPI AG 18.03.2021
Subjects
Competitiveness
Customer services
Data processing
Education
Eigenvalues
Impact analysis
Likert scale
Multiple regression analysis
Principal components analysis
Quality of service
Questionnaires
Reliability analysis
Research methodology
Secondary school students
Students
Sustainability
Validity
South Korea
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Summary:This research analyzes the impact of quality of service as perceived by Hapkido students on their exercise continuation and recommendation intentions. It also identifies measures to reduce the rate of student dropout, strengthen competitiveness, and create more efficient marketing strategies for consumer patterns that are rapidly diversifying Hapkido. A questionnaire survey method was conducted with 300 middle and high school students, aged 14–19 years, with between three months and two years of Hapkido training in Incheon and Bucheon during March and April 2019. Frequency, factor, reliability, correlation, and standard multiple regression analyses were conducted on the surveyed data. The study concludes that, first, considering the impact of service quality on exercise continuation intention, service quality positively affects reliability, personification, and perceptual openness; in terms of possibility, it positively affects typicality, personification, and perceptual openness; and in terms of reinforcement, it positively affects reliability and perceptual openness. Second, regarding the impact of service quality on recommendation intention, it positively affects reliability, personification, and perceptual openness. Third, exercise continuation intention positively affects recommendation intention. This study suggests that various efforts should be made to increase the reliability, tangibility, confidence, and empathy of the service quality to increase the exercise continuation and recommendation intentions of the trainees of Hapkido gymnasiums.
ISSN:2071-1050
2071-1050
DOI:10.3390/su13063389