IPA기법을 활용한 학부모의 유소년 스포츠클럽 선택속성에 대한 중요도 및 만족도 분석

Abstract

The purpose of this study was to figure out the importance and satisfaction in recognitions of choice attributes for children sport club for marketing positioning strategies using Importance-Performance Analysis. In order to achieve this objective, samples were taken by using convenience sampling method among non-probability sampling methods. Total 477 data were collected in this study except data which did not respond or trustlessly responded. In data processing, via SPSS version 20.0 for window, exploratory factor analysis, Cronbach's α, frequency analysis, and Importance-Performance Analysis. The results were as follows. First, Ⅰ quadrant included in instructors’ teaching content, instructors’ teaching ability, reputation, instructors’ age, advice, and moving distance. Second, Ⅱ quadrant included in instructors’ attitude, attribute personality, clean environment, public relationship, shuttle bus, and the safety of the environment. Third, Ⅲ quadrant included in instructor’s academic ability, transportation, ventilation facility, lighting facility, and indoor safety. Ⅳ quadrant included in instructor’s career, outside and inside safety, indoor cleanliness, and sport equipment.