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This study aimed to examine the mediating effect of educational satisfaction on the relationship between relationship marketing strategy and participation persistence in elderly drivers’ education. Data were collected from a survey on a total of 387 drivers over sixty-five who participated in traffic safety education. Structural equation modeling approach was employed for data analysis. The results of the study are summarized as follows. The relationship among relationship marketing, educational satisfaction, and participation persistence were all positively associated with. In addition, the result of sobel test showed that the relationship between relationship marketing and participation persistence was partially mediated by educational satisfaction. Based on these findings, the study made some suggestions in order to improve the participation persistence in traffic safety education for elderly drivers. First, it is necessary to develop educational programs, considering elderly drivers cognitive and psychomotor ability and previous educational experiences. Second, Education program information should be provided through a variety of channels, such as mobile text message and mailing service. Finally, administrative and financial supports should be provided for instructors to build their competencies of professional teaching and relationship marketing.

daehan gyotong hakoeji/daehan gyotong haghoeji

Exploring Relationship between Relationship Marketing and Participation Persistence in Elderly Drivers’ Education: Focusing on Mediating Effect of Educational Satisfaction