Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Effect of Satisfaction and Re-watch Intention of Visitor in On-line Price Discounts and Musical Fame in the Convergence Industry of Service Management

서비스경영의 융복합 산업에서 온라인 가격할인과 뮤지컬 명성이 관람객의 만족 및 재관람 의도에 미치는 영향에 관한 연구

  • Yim, Ki-Heung (Dept. of Silver Care, Kwangju Women's University) ;
  • Quan, Zhi-Xuan (Dept. of Alternative Medical, Kwangju Women's University)
  • 임기흥 (광주여자대학교 실버케어학과) ;
  • 전지현 (광주여자대학교 대체의학과)
  • Received : 2015.08.06
  • Accepted : 2015.10.20
  • Published : 2015.10.28
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Abstract

This study seeks to investigate the effect of a musical's reputation and online discounts on the consumer's willingness to re-watch a musical in the convergence industry. of service management As a resut, First, this study verified the moderating effect of on-line price discount. Second, on-line price discount was found to have an impact on reputation of a musical and consumer satisfaction. Third, consumer satisfaction was found to have a positive impact on word-of-mouth intention. Accordingly, it would also be imperative to provide information via on-line communities on a consistent basis so that viewers could create viral marketing. Also, those customers having received differentiated benefits would have a higher degree of satisfaction. Eventually, these customers will create positive viral marketing effect.

본 연구는 서비스경영의 융복합 산업에서 뮤지컬의 명성과 온라인 가격할인이 만족과 재관람 의도에 어떠한 영향을 미치는지 살펴보고자 하였다. 연구결과 첫째, 온라인 가격할인은 만족에 영향을 미치는 것으로 나타났다. 둘째, 뮤지컬의 명성이 만족에 영향을 미치는 것으로 나타났다. 셋째, 만족은 재관람 의도에 긍정적으로 영향을 미치는 것으로 나타났다. 따라서, 지속적인 고객관리와 밀착 마케팅을 통하여 관객들이 재관람을 할 수 있게 끊임없이 온라인으로 정보를 제공하고 차별화된 혜택을 제공받는 관객은 만족도가 높아지고 결국은 재관람으로 이어질 것이다.

Keywords

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