This study is to research on how much the quality of service in Taekwondo academy for customer satisfaction would affect the brand assets in order to suggest the management policy of Taekwondo Academy including how to attract new customers for Taekwondo Academy.The study has been focused on the Taekwondo Academies which have the members of 250 ~ 300 and have good service quality. The questionnaires from 379 Taekwondo Academy members were used for actual analysis. For the analysis of the effect of the service quality of Taekwondo Academy on the brand asset, the multiple regression analysis using the SPSS 18.0 for Windows statistical package program were used. The findings are as follows.First, the study was made on the service recognition of Taekwondo Academy on the brand. It showed that all sub factors such as instructors, program, employees, facility and accessibility all affects it.Second, the analysis of the effect of the service quality of Taekwondo Academy on the brand quality showed that the facility, program and accessibility affect the brand quality.Third, the analysis was done to find out the effect of service quality of the Taekwondo Academy on the brand loyalty. It showed that the instruction, employees, accessibility and program affect the brand loyalty. Fourth, the analysis was made on the effect of the service quality of Taekwondo Academy on the brand image. It showed that the facility, employee and accessibility affect the brand image.
This study is to research on how much the quality of service in Taekwondo academy for customer satisfaction would affect the brand assets in order to suggest the management policy of Taekwondo Academy including how to attract new customers for Taekwondo Academy.The study has been focused on the Taekwondo Academies which have the members of 250 ~ 300 and have good service quality. The questionnaires from 379 Taekwondo Academy members were used for actual analysis. For the analysis of the effect of the service quality of Taekwondo Academy on the brand asset, the multiple regression analysis using the SPSS 18.0 for Windows statistical package program were used. The findings are as follows.First, the study was made on the service recognition of Taekwondo Academy on the brand. It showed that all sub factors such as instructors, program, employees, facility and accessibility all affects it.Second, the analysis of the effect of the service quality of Taekwondo Academy on the brand quality showed that the facility, program and accessibility affect the brand quality.Third, the analysis was done to find out the effect of service quality of the Taekwondo Academy on the brand loyalty. It showed that the instruction, employees, accessibility and program affect the brand loyalty. Fourth, the analysis was made on the effect of the service quality of Taekwondo Academy on the brand image. It showed that the facility, employee and accessibility affect the brand image.
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