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Purpose: The purpose of this study was to study factors affecting parents' intention to choose taekwondo teaching services.
Methods: The samples used in this study were 408 the parents' intention to choose taekwondo teaching services in Bangkok metropolitan region that are registered with the Taekwondo Sports Association of Thailand. Both males and females 20 years old over. This research adopted using the questionnaire as a method to collect data with IOC of 1.00 and coefficient alpha of 0.94. Questionnaires were collected at Taekwondo Teaching Services in Bangkok Metropolitan Region with the Taekwondo Association of Thailand. A total of 68 places, 6 questionnaires each. The data were collected through 2 places, 6 questionnaires in Tuesday – Friday between 17.00 - 21.00 and 4 places, 6 questionnaires in Saturday - Sunday between 10.00 - 21.00. This study also applied statistical data analyses using the frequecy, percentage, mean, standard deviation and Multiple Linear Regression with statistical significance at 0.05.
Results: The results showed that factors coaching service quality corporate image and the word of mouth affecting parents' intention to choose taekwondo teaching services at statistical level of 0.05.
Conclusion: Factors coaching service quality corporate image and the word of mouth affecting parents' intention to choose taekwondo teaching.
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