Multidimensional Approach for Assessing Satisfaction of Users of Martial Arts Centers

We investigated the influence of a revised marketing mix model that included the factors of human service, cost, communication, and convenience of facility on expected and experienced satisfaction of 227 users of various martial arts centers in Korea. By employing descriptive statistics and multiple regression analyses, the following findings resulted. First, expected satisfaction scored slightly higher than experienced satisfaction. Second, human service and communication positively influenced expected satisfaction. Third, human service and convenience of facility positively affected experienced satisfaction. In terms of the effect of the factors of the marketing mix on both expected and experienced satisfaction, human service was identified as a significant factor influencing sports consumer behavior. Our findings highlight the importance of human service in areas that demand direct relationships between service users and providers.