The Mediating Effect of Service Value in the Relationship between Quality and Satisfaction for a Selected Taekwondo Academy

Abstract

Background/Objectives: This study was conducted with the purpose of verifying the mediating effect of service value in the relationship between the quality of selecting Taekwondo academies and satisfaction with academies. For this purpose, trainees and their parents who play the role of selection in Taekwondo academies were selected as the population. Methods/Statistical analysis:  Based on the survey results of a total of 384 people using convenience sampling. For  data  processing,  the  frequency  analysis,  exploratory  factor  analysis, reliability analysis, correlation analysis, and multiple regression analysis were conducted. Findings: First, as a result of analyzing the quality of selecting a Taekwondo academy, satisfaction with the academy and service value, a partial positive correlation was found. Second, it was found that the quality of selecting a Taekwondo academy had a partial positive effect on satisfaction with the academy. Third, it was found that the quality of selecting a Taekwondo academy had a positive effect on the service value. Fourth, it was found that the quality of selecting a Taekwondo academy indirectly affects satisfaction with the academy through service value. Improvements/Applications: In conclusion, this study shows that managers of Taekwondo academies need to make continuous efforts to improve the quality of Taekwondo academies in order to solve the fundamental problem of pursuing profit.