Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The study of Influences of Physical Environment of Choir Performance Services on Quality of Interaction, Quality of Outcome and Behavioral Intention

합창 공연의 서비스품질인 물리적 환경, 상호작용 품질, 결과 품질이 행동의도에 미치는 영향연구

  • Koo, Eun-ja (Division of Performing Arts Planning, Chungwoon University) ;
  • Ku, Yeong-ae (Department of Logistics Management. Jangan University) ;
  • Choi, Sung-Hwan (Department of Food Service and Agri-Business Management, Kyung Hee Cyber university)
  • 구은자 (청운대학교 공연기획경영학과) ;
  • 구영애 (장안대학교 물류경영학과) ;
  • 최성환 (경희사이버대학교 외식농산업경영학과)
  • Received : 2015.08.18
  • Accepted : 2015.12.04
  • Published : 2015.12.31
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Abstract

A cultural and art performance is a domain of the service from which consumers want to get a value through the experience, and a comprehensive study of the service quality the consumers judge to be important is necessary. Also, there are active studies of service quality in various service industries and fields, but there are not many studies related to service quality in the performance business. In the performance industry, the service quality of the theater has a great influence in order to express the distinct theme, and yet, there has been no study of the influences of the choice factors of performing arts, the quality of the physical environment, in other words, the quality of interaction and the quality of the outcome of their selection of a performance of each type of use by the audience of performing arts. Thus, this study aims to understand the quality of physical environment considered by the audience of a choir performance in the selection of the performance according to the type of use of the choir performance and analyze the influences of these factors on the quality of interaction, the quality of outcome and behavioral intention to provide suggestions for the establishment of marketing strategies in the future.

문화예술공연은 소비자가 경험을 통해 가치를 얻고자 하는 서비스의 한 영역으로서 소비자가 중요하게 판단하는 서비스 품질에 대한 종합적인 연구가 필요하다. 또한 다양한 서비스산업과 분야에서 서비스품질에 관련된 연구들이 활발하게 진행되고 있지만 공연사업에서는 서비스품질과 관련한 연구는 그다지 많지 않다. 이에 공연산업은 고유의 주제를 표현하기 위하여 공연장의 서비스 품질이 많은 영향을 주고 있는데 아직까지 공연예술의 관람객에 대한 이용형태별 공연예술의 선택 속성, 즉, 물리적 환경 품질, 상호작용 품질, 결과품질이 공연 선택에 어떠한 영향을 미치는가에 대한 연구는 이루어지지 않았다. 따라서 본 연구는 합창 공연 이용객을 중심으로 합창 공연 이용형태에 따라 공연 선택 시 고려하는 물리적 환경 품질을 파악하고, 이러한 요인들이 상호작용 품질과 결과 품질, 행동의도에 어떠한 영향을 미치는지 분석하여 향후 마케팅 전략을 수립하는데 시사점을 제공하는데 있다.

Keywords

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