중국 태권도 대회 서비스 품질에 대한 중요도-만족도(IPA) 분석

Abstract

Purpose: This study evaluates the service quality of Chinese Taekwondo competitions using Importance– Performance Analysis (IPA). A survey was conducted among spectators at Taekwondo events in China to assess their satisfaction levels, and IPA was used to identify service strengths and areas requiring Method: A five-point Likert scale questionnaire was developed based on a comprehensive literature review informed by prior research. Data were collected from six major Taekwondo events across four provinces in Southwest China using convenience sampling. After excluding 14 incomplete or invalid responses, 618 valid questionnaires were analyzed. Statistical procedures included exploratory factor analysis and IPA matrix analysis using SPSS 26.0 to prioritize service attributes based on perceived importance and performance. Results: Service quality was evaluated across the following six dimensions: event quality, competition facilities, competition environment, service attitude, safety measures, and auxiliary services. Among the 36 service quality indicators, 12 were categorized as “attractive needs” where both importance and performance were high; these should be maintained and further enhanced. Two indicators were classified as “excitement needs” with high performance but relatively low perceived importance, indicating the need for strategic resource allocation. The remaining 22 indicators were considered “basic needs” with low service quality evaluations and required targeted improvements in future event planning and delivery. Conclusion: A comparative assessment of Chinese and Korean Taekwondo events has resulted in two strategic recommendations: (1) enhancing and expanding service quality in areas identified ad deficient, and (2) maintaining and optimizing areas currently perceived as high-performing. These strategies may contribute to raising the overall service standards of Chinese Taekwondo competitions.