Factors Affecting the Service Satisfaction at Taekwondo Sports-Registered Schools in Thailand

Abstract

          The objectives of this research were to study: 1) the demographic factors of students registering for taekwondo in Thailand; 2) levels of opinions about expectations and perceived value from both individual and overall with the services provided by schools registering for taekwondo in Thailand; and 3) expectations and perceived value factors affecting satisfaction with the services provided by schools registering for taekwondo sports in Thailand. A total of 400 students using the services of the schools were included in this research. We collected data from a questionnaire. The data were analyzed by descriptive statistics and multiple linear regression analysis.

                   The study showed that the majority of students attending the taekwondo schools in Thailand were men (56.8 percent), between the ages of 9 and 12 (49.0 percent), for a total of 7–12 years, (36.3 percent). The expectations for the overall quality of the image service were high (mean 3.57, standard deviation 0.47) and service quality expectations were at the highest level (mean 3.71, standard deviation 0.69). The most comprehensive percentage level was in the highest (mean 3.87, standard deviation 0.64). The Hedonic value had the highest (mean 4.21, standard deviation 0.52). The satisfaction with the school's service at the taekwondo Sports was also rated at the highest level (mean 4.17, standard deviation 0.99). The study revealed that both location expectations (β₀=-0.64, p=0.000) and usage value perception (β₀=-0.953, p=0.000) had a statistically significant impact on the service satisfaction of the school registering in the taekwondo sports in Thailand (p-value <0.05).