이 연구는 2010년 서울·경기지역 태권도 수련생을 대상으로 도장에서 제공하는 마케팅믹스 전략이 수련생만족 및 재입관의도에 미치는 영향을 알아보는데 목적이 있다. 연구대상은 각 지역별로 설문을 안배하여 편의표본추출법을 이용하여 321명의 자료를 사용하였다. 자료처리는 SPSS 15.0 프로그램을 이용하여 빈도분석, 요인분석, 상관분석, 회귀분석을 실시하였다. 이상의 연구방법을 바탕으로 다음과 같은 결과를 얻었다. 첫째, 마케팅믹스 전략은 심리만족에 통계적으로 유의한 영향을 미쳤다. 둘째, 마케팅믹스 전략은 이용만족에 통계적으로 유의한 영향을 미쳤다. 셋째, 마케팅믹스 전략은 재입관의도에 통계적으로 유의한 영향을 미쳤다. 넷째, 수련생만족은 재입관의도에 통계적으로 유의한 영향을 미쳤다.

This study was designed to shed light on the influence of marketing mix strategy on customer satisfaction and repurchase intention in taekwondo training centers. 400 customers were selected from 20 taekwondo training centers located in Seoul and Gyeonggi region by using convenient sampling method. Among 400 questionnaires distributed and collected, 79 were excluded from the study because they were neither thoughtfully nor completely answered. As a result, only 321 questionnaires were adopted and analyzed. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis and regression analysis using SPSS 15.0 program. Results from the above survey and analysis of data and information revealed the following: First, marketing mix strategy had significant influences on psychological satisfaction, and marketing mix strategy had 9.2%(R2=.092) of influence about psychological satisfaction. Second, marketing mix strategy had significant influences on utilize satisfaction, and marketing mix strategy had 19.1%(R2=.191) of influence about utilize satisfaction. Third, marketing mix strategy had significant influences on repurchase intention, and marketing mix strategy had 14.2%(R2=.142) of influence about repurchase intention. Fourth, customer satisfaction had significant influences on repurchase intention, and customer satisfaction had 18.3%(R2=.183) of influence about repurchase intention.