G-Star의 서비스품질이 방문객 만족, 인지도 향상 및 행동의도에 미치는 영향: G-Star 인지도에 대한 요인도출과 함께

Abstract

The purposes of this study were to (1) identify the relationships among G-Star Service Quality, Satisfaction, Awareness and Behaviorl Intention, and (2) draw a factors of G-Star awareness. The proposed model was experimentally tested using data collected from 341 exhibition attendee. The results indicated that (1) G-Star service quality have impacts on satisfaction of attendee but have not impacts behavioral intention. (2) satisfaction of attendee have impacts on awareness and behavioral intention. (3) G-Star awareness(G-Star, new game, distinctiveness feature about game) also impacts on behavioral intention.. The theoretical and managerial implications were discussed.