서비스지향성, 서비스품질, 이미지, 고객만족, 행동의도 간의 관계

다국어 초록 (Multilingual Abstract)

We performed a study to investigate the relationship among service orientation, service quality, image, customer satisfaction, and behavioral intention in a local festival. Appropriate measures were developed with previous studies and a survey targeting 175 respondents who have experienced the festival was conducted. The results confirmed that service orientation has positive impacts on process quality and outcome quality of service quality. Service quality has positive impacts on festival image and customer satisfaction. However, festival image is not associated with customer satisfaction. Festival image and customer satisfaction have positive impacts on behavioral intention. In addition, service orientation has indirect positive impacts on festival image, customer satisfaction, and behavioral intention through service quality. Thus, it is identified that service orientation and service quality play a critical roles in enhancing behavioral intention. The managers of a local festival should focus on service orientation and service quality.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경과 가설
• Ⅲ. 연구모형과 조사설계
• Ⅳ. 실증분석과 해석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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