베이징 태권도장 운영방식이 만족도와 재등록률에 미치는 영향: 구조방정식 모형과 인공신경망 분석

초록

This study aims to empirically examine the impact of management practices of Taekwondo schools in Beijing on satisfaction and re-enrollment among students and parents. As Taekwondo schools function as hybrid organizations combining educational and sport services, the quality of management practices plays a critical role in shaping satisfaction and long-term retention. Survey data were collected from users of Taekwondo schools in Beijing through the online survey platform WENJUANXING(问卷星). A total of 335 valid responses were analyzed using both Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) techniques. The results of the SEM analysis indicate that management practices have a significant positive effect on satisfaction, and satisfaction serves as a key mediating variable between management practices and re-enrollment. Furthermore, ANN analysis revealed that instructor quality and program quality are the most influential predictors of re-enrollment, and the ANN model demonstrated high predictive accuracy. This study contributes to the literature by integrating explanatory and predictive approaches and provides practical implications for the sustainable management of Taekwondo schools in Beijing.

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