축제서비스접점에서 축제개최자와 방문객간의 관계품질이 관계지속의도에 미치는 영향 = The influence that the relationship quality between a festival organizer and the festival customers reaches to the relationship intention in the festival service encounter

다국어 초록 (Multilingual Abstract)

The influence that the relationship quality between a festival organizer and the festival customers reaches to the relationship intention in the festival service encounter. In the festival service encounter, this research analyzed relationship quality (satisfaction, trust, commitment) of a festival organizer and customers and influencing relationship of relationship intention. First the influencing relationship that relationship quality (satisfaction, trust, commitment) reaches to relationship intention was analyzed. As to the research result, first relationship quality factors, 3 factors of F 1 (satisfaction, trust, commitment) were extracted. Second, relationship quality (satisfaction, trust, commitment) were exposed to have an effect on relationship intention altogether. In this research, relations between the relationship quality of a festival organizer, who is performing an intrinsic role as to holding and operating a festival in the festival service encounter, and customers and relationship intention were investigated. Also, this paper presented implications to consider how festival organizers improve customer satisfaction and maintain continued relations with them.