IPA를 활용한 말갈라쇼 방문객이 지각하는 서비스 품질 평가

Abstract

The purpose of this study was to examine service quality of Horse Gala Show by using IPA in order to provide its improvements and suggestions. For this study, Study subjects were horse gala show visitors, They were sampled with the convenience sampling as a sampling method among nonprobability sampling methods. Finally questionnaire survey of them was carried out and the data of 198 respondents (79.2%) were used in study analysis, except the data of 52 respondents whose reliability was problematic. The questionnaire was reorganized by referring to the study from Go & Kim(2009) and Ji(2011) and Go(2009). Cronbach's alpha was .921-.775, and reliability was verified through factor analysis. The data was analyzed by using SPSS 18.0, and frequence analysis, factor analysis, and IPA(Importance Performance Analysis) were conducted. The results of this study were as follows; The first quadrant have 9 factors of service quality - kindness of staff, atmosphere of show, knowledge of staff, comfortable seats, entertainment and ooo of show, advance publicity of show, staff's knowledge of show, event hall guide sign, behavior(conduct) of staff. The second quadrant showed 3 factors - convenience of parking facilities, brochure of show, convenience of rest-room. The third quadrant showed 5 factors - convenient for places to relax, accessibility to event hall, conformance of indoor movement(walking line), the number of staff, manner of staff The fourth quadrant showed 3 factors - providing event for visitor, conformance as horse gala show's place, degree of visitor participation.