The Relationship Between Additional Program Service Quality in Taekwondo Dojangs and Re-enrollment Intention: The Mediating Effects of Brand Advocacy and Perceived Authenticity

Key Points

• This research aims to identify the impact of additional program service quality on re-enrollment intention through brand advocacy and perceived authenticity.
• Survey conducted among parents of children who participated in taekwondo programs within the last two years
• Final analysis utilized 350 surveys from a total of 384 collected
• Data analysis employed SPSS 25.0 and Jamovi for various statistical techniques including reliability and factor analyses
• Mediation analysis performed using bootstrapping with 5,000 iterations
• Service quality had a significant positive effect on re-enrollment intention
• Brand advocacy and perceived authenticity positively influenced re-enrollment intention
• Both brand advocacy and perceived authenticity mediated the relationship between service quality and re-enrollment intention