광주광역시 무용학원 서비스 품질이 이용만족과 구매행동에 미치는 영향

Abstract

The purpose of this study is to reveal the effects of service quality on user satisfaction and purchase behaviors in dance academies located in Gwangju Metropolitan City. Based on the findings, this study attempts to solve problems and provide various information to contribute to the management of more competitive dance academies at this time when a dance academy and its users are decreasing. For this purpose, the subjects of the study were 480 students of 30 dance academies with similar size and programs(Korean dance, contemporary dance, ballet, and social dance) located in Gwangju Metropolitan City. 480 subjects were sampled and finally 461 questionnaires were used for actual analysis after 19 questionnaires which included insincere answers and had doubt about reliability were excluded. The instrument for data collection was a questionnaire survey about service quality, user satisfaction, and purchase use. A reliability test showed a relative high result. In detail, for service quality factors in dance academies(independent variable), service was .836; assurance was .696; reliability was .791; empathy was .795; and responsiveness was .631. For user satisfaction(mediating variable), facility satisfaction was .856; price satisfaction was .861; program satisfaction was .793; and service satisfaction was .708. For purchase behaviors(dependent variable), others' intent to recommend was .808 and repurchase intent was .764. For data analysis, t-test, one-way ANOVA, Cronbach'α, correlation analysis, and multiple regression analysis was conducted using SPSSWIN Ver. 19.0. Based on the above methodology and data analysis, the following results were drawn. First, service quality was significantly different in education, major, and career according to socio-demographic characteristics. Sex was not significantly different; education was significantly different in reliability and responsiveness; major was significantly different in reliability, responsiveness, and assurance; and career was significantly different in reliability, assurance, and empathy. On the other hand, a learning period and monthly expense of the present dance academy had no significant difference. Second, user satisfaction had a significant effect according to socio-demographic characteristics. While sex and education had no significant difference, major was significant different in price satisfaction; career was significant different in facility satisfaction and program satisfaction; a learning period of the present dance academy was significant different in facility satisfaction; and monthly expense of a dance academy was significant different in service satisfaction. Third, socio-demographic characteristics had a significant effect on purchase behaviors. For sex, re-purchase intent was significantly high in females than males. There was no significant difference in education, major, career, and a learning period of the present dance academy. Monthly expense of a dance academy was significantly different in others' intent to recommend and re-purchase intent. Fourth, service quality had a significant effect on user satisfaction. Tangibles and empathy had a significant effect on facility satisfaction; reliability, responsiveness, and empathy had a significant effect on program satisfaction; tangibles, reliability, and empathy had a significant effect on service satisfaction; reliability, assurance, and empathy had a significant effect on price satisfaction. Fifth, service quality had a significant effect on purchase behaviors. While tangibles and empathy had a significant effect on others' intent to recommend, empathy had a significant effect on re-purchase intent. Sixth, user satisfaction had a significant effect on purchase behaviors. While facility, program, service, and price satisfaction had a significant effect on others' intent to recommend, program, service, and price satisfaction had a significant effect on re-purchase intent.