A Study On Martial Arts Hall Customers For Revitalization Of Wu Shu By The Marketing Analysis

This is to examine the customers'recognition on services qualities according to martial arts(such as Taekwondo,hapgido,Jude and Wu Shu)and areas(such as Seoul,Gyeonggido,Daejeon,Gwangju and Busan),and the market segmentation according to a use character as well as the casual relationship among the customers' choice motive of martial arts hall,customer satisfaction and customer loyalty.This study is to examine users'character in market segmentation according to services anticipation, demography(such as item,income,career,and competence)and use peculiarity(such as period, frequencies,companion and approach method),and then is to find the effects of services anticipation as a result of the choice motive,and of customer satisfaction and customer loyalty as a result of the choice motive & services anticipation.Moreover,this is to increase Wu Shu populations in South Korea through the revitalization plan and marketing strategies for Wu Shu gym.Our finding clearly demonstrated as follows after investigating martial arts gyms customers in Seoul, Gyeonggido,Daejeon,Gwangju,Daegu and Busan.First,there is statistically significant difference(probability＜0.05)in each variable and factor among services anticipation,services satisfaction,choice motive on gyms,customer loyalty and participation incentive.This also shows statistically significant difference in services qualities perception,choice motive,participation incentive and customer loyalty according to demography variables(such as item, income,career,and competence)and use peculiarity variables(such as period,frequencies,companion and approach method).In this study,we found the level of anticipation is different from demography variables.Thus we need to work out the individual service strategies for users by each area and martial arts field.Second,4 difference pursuing groups are formed by customers' perception of service quality and demography variables in market segmentation of service quality perception.Especially,each group has a difference in market segmentation across the board and thus we can find the service quality is different between pursuing group.Third,there is statistically significant difference in service quality reliability,specificity, discrimination and sympathy factor between the satisfaction and anticipation on service quality each martial arts field and area.In the satisfaction and anticipation on service quality,this shows that statistically significant difference is found in item,income,martial arts competence,transportation, companion,the amount of period and frequency.Fourth,users' gym choice(likeness,perception)are influenced by service anticipation(such as reliabilty,specificity,discrimination and sympathy factor),customer satisfaction(such as satisfaction from exercise and facilities),customer loyalty(such as re-registration incentive,recommendation incentive),martial arts and residential district.Fifth,there is statistically significant difference in exercise satisfaction of customer satisfaction,and it is resulted from the service anticipation factor on martial arts gym,and this study shows as follows; it is more influenced by reliabilty in Hapgido(Daejeon),specificity in Judo(Daejeon),discrimination in Taekwondo(Daegu),Sympath in H(?)(Seoul),facility satisfaction and reliablity in Judo(Busan), specificity and discrimination in Wu Shu(Daejeon),and sympathy in Wu Shu(Gwangju).The result of re-registration incentive is more influenced by reliablity in Wu Shu(Busan),specificity in Wu Shu(Seoul),sympathy in Taekwondo(Seoul).The result of recommendation incentive is influenced by reliablity in Judo(Busan),specificity in Judo(Daejeon),discrimination in Judo(Daegu)and sympathy in Taekwondo(Seoul).Sixth,the result of customer satisfaction is influenced by customer loyalty;re-registration incentive by exercise in Wu Shu(Gyeonggido),facility in Judo(Daegu);recommendation incentive by exercise satisfaction in Wu Shu(Seoul),facility satisfaction in Judo(Busan).Finally,according to the result of path model,the different casual relationship is formed each martial arts field.It is the reason why choice motive has influenced on customer loyalty and service anticipation.The service anticipation has influence on customer loyalty of re-registration incentive and recommendation incentive,but works on enhancement of customer satisfaction.As a result,this study demonstrates as follows.There is statistically significant difference among customer each field and area in market segmentation,service quality,customer satisfaction and customer loyalty.Most of all,the customer satisfaction works as a parameter to enhance the relationship between service quality and customer loyalty.Therefore,manager or boss of gyms should do their best to enhance the customers satisfaction and customers loyalty through the lasting and periodic investigation on service quality indexes composing of service subordinate domains,and to perceive the choice motive of customers. Based on the findings,I propose schemes to activate Wu Shu as leisure sports as flollows;First,Wu Shu should be considered as school physical education,leisure sports and elite sports by Korea Goverment's sports policy.Second,the establishment of Wu Shu facilities should be planned and based on community residents identities,characters and prospect.Third,the educational program of Wu Shu should include the philosophical and scientific principle based on Wu Shu.Fourth,the relevant associates and institutions should regularly administer the sports business management curriculums and academic retraining program to cultivate the excellent leader.