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

Author

Listed:
  • Tae-Seung Park

    (Department of Taekwondo Education Convergence, Shinhan University, Uijeongbu-si 11644, Korea)

  • Jun-Su Kim

    (Department of Sports & Outdoors, College of Health Industry, Eulji University, Seongnam-si 13735, Korea
    These two authors contributed equally to this work.)

  • Jiyoun Kim

    (Department of Exercise Rehabilitation & Welfare, Gachon University, Incheon 21936, Korea
    These two authors contributed equally to this work.)

Abstract

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.

Suggested Citation

  • Tae-Seung Park & Jun-Su Kim & Jiyoun Kim, 2021. "The Impact of Perceived Hapkido Service Quality on Exercise Continuation and Recommendation Intentions, with a Focus on Korean Middle and High School Students," Sustainability, MDPI, vol. 13(6), pages 1-10, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3389-:d:520043
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    References listed on IDEAS

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    2. Greenwell, T. Christopher & Fink, Janet S. & Pastore, Donna L., 2002. "Assessing the Influence of the Physical Sports Facility on Customer Satisfaction within the Context of the Service Experience," Sport Management Review, Elsevier, vol. 5(2), pages 129-148, November.
    3. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    4. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
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