Taekwondo (TKD) is a popular form of martial arts. The number of TKD academies has increased in the U. S., and there is intense competition among the academies. To compete in a challenging environment, a marketing mix is recognized as a key element in management of a TKD academy. The purpose of this study was to examine the influence of select marketing mix variables on the satisfaction of TKD trainees and their post-purchase behavior. Questionnaires were distributed as part of the study; the questionnaires consisted of seven marketing mix variables (product, price, place, promotion, participants, process, and physical evidence), satisfaction, and post-purchasing behavior (word-of-mouth and intention to continue participation). The questionnaires were derived from preexisting instruments and developed to assess the determinants of TKD participants' satisfaction and their post-purchase behavior in relation to the marketing mix variables. A total of 300 questionnaires were distributed through convenience sampling at TKD academies located in San Diego, Oceanside, Irvine, Murrieta, California; Tampa, Florida; Duluth, Georgia; Raleigh, Fuquay-Varina, North Carolina; and Midlothian, Virginia. A total of 265 questionnaires were analyzed using statistical methods with PASW for Windows 20.0 program and Amos 18.0 program. The data analysis was included: frequency analysis for the demographic characteristics; assessment of normality, linearity, multicollinearity, and homoscedasticity for the assumption tests of multivariate analysis; computation of Cronbach's alpha coefficients and item-to-total correlations for evidence of reliability; Pearson product-moment correlation coefficient for evidence of discriminant validity; confirmatory factor analysis for evidence of construct validity; and path coefficient analysis to verify the research hypotheses. I concluded from the findings of this study that the product, promotion, participants, and process variables positively impacted trainees' satisfaction. On the other hand, price, place, and physical evidence did not impact trainees' satisfaction. Furthermore, trainees' satisfaction positively impacted their post-purchase behaviors which are intention to continue participation and word-of mouth. One implication is that TKD academy managers should continue developing the product by providing programs such as demonstration or sparring classes for adult trainees. In addition, offering social media services could be effective as a promotional tool. TKD instructors should develop physical abilities and have good personalities. Hiring interns could strengthen the fluency of TKD instruction processes.
