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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제3권 제2호 (통권 제6권)
발행연도
2001.10
수록면
99 - 127 (29page)

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초록· 키워드

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As a recent change in Korean marketing environment, a consideration on the customer satisfaction has been weighted by a saturation of the market. Certainly, companies had regarded the customers as an important factor in the past, but that was considered as a mean to achieve a sales objective. However, at present, the objective changed to satisfy customers` needs. As the marketing activities to satisfy the customers have been emphasized, not only in the manufacturing industry but also in the service industry researches on the service quality and the customer satisfaction have been actively done and thus, remarkably advanced. Nonetheless, in the case of the casino industry, there was only a sale of service from the supplier side, yet. the customer centered marketing activities were far to be provided and the researches on this area were meagerly done. Therefore, this study emphasized a necessity to adapt the marketing strategy in an appliance of the customer centered service quality and the customer satisfaction. Furthermore, by examining relationships among the service quality, the customer satisfaction, an intention to repurchase, and a willingness to recommend to others, this study was aimed to suggest a method of applying those results in the marketing strategy of the casino industry. As a method of study existing literatures and the case study were parallel done. From April 14, 2000 to May 10, 2000, a survey was conducted on Japanese who had experienced Korean casinos. The data was analyzed with the Statistical Package for the Social Science for Window, version 8.0 program, and the reliability analysis, the frequency analysis, the regression analysis, T-test, and one-way analysis of variance were performed. The results of study were listed as below. First, as a result of measuring the satisfaction level by demographical factors, the people in 20s and 40s indicated general satisfaction, and more men indicated the satisfaction than the women. Second, on the aspect of the service quality as the recognition level on the material, the reaction, and the response were high, the level of satisfaction were also high. Among those factors, the level of recognition on the response gave the most effects on the satisfaction level. Also, as using the service was continent and staff was kind, the satisfaction level were relatively high. Third, as the level of satisfaction was high, the willingness to return and to recommend to others was high.

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