키즈카페의 서비스품질이 서비스가치와 충성도에 미치는 영향

• 영문명: The Effects of Kids Cafe’s Service Quality on Service Value and Loyalty
• 발행기관: 관광경영학회
• 저자명: 황유미 신형철
• 간행물 정보: 『관광경영연구』제24권 제4호, 783~802쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.07.31

영문 초록

The purpose of this study is to identify the structural causal relationship between kids café’s service quality, service value, and loyalty. To conduct an empirical analysis, this study used a survey method. The main survey distributed 405 questionnaires and 405 of them were collected. Then, 376 of them were used on the empirical analysis after excluding the incomplete and unfaithfully filled out questionnaires. For empirical analysis, this study used AMOS 18.0 and SPSS 18.0. After conducting frequency analysis, exploratory factor analysis, reliability analysis, and confirmatory factor analysis, this study verified the research hypothesis by using the structural equation model analysis. The results for hypotheses testing on constructs used in this study are as follows. First, hypothesis 1 on “Service quality would have a positive influence on service value” was adopted. Second, hypothesis 2 on “Service quality would have a positive influence on loyalty” was adopted. Third, hypothesis 3 on “Service value would have a positive influence on loyalty” was adopted. Fourth, hypothesis 4 on “Service quality mediated by service value would have a positive influence on loyalty” was adopted. In integrating the theoretical implication and practical implication from the results, the key implications are as follows. This study verified the necessity to identify the structural influencing relationship between service quality, service value, and loyalty through preceding researches. These results suggest theoretical and practical implications for behavior theory on consumer and marketing strategy for kids culture and kids industry.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Service Quality Service Value Loyalty Kids Cafe Marketing