카지노 딜러의 고객접점 서비스가 브랜드 이미지와 장기적 관계지향성에 미치는 영향 연구 = A Study on the Impact of Casino Dealers’ Customer Contact Services on Brand Image and Long-term Relationship Orientation

국문 초록 (Abstract)

현대 사회에서의 고객기대 수준은 지속적으로 높아지고 있으며, 특히 서비스 산업에서는 고객 만족을 넘어서는 차별화된 경험을 제공하는 것 이 기업의 경쟁력으로 자리 잡고 있다. 이러한 맥락에서 서비스 품질은 고객의 충성도를 높이고, 브랜드 이미지와 장기적인 관계 지향성을 구축 하는 데 중요한 역할을 한다. 카지노 산업은 그 특성상 고객에게 독특한 오락 경험을 제공하는 것을 중요한 경쟁력으로 삼고 있다. 이와 함께, 고객의 만족도를 높이고 장기 적인 관계를 유지하는 것은 카지노의 지속 가능한 성장에 있어 필수적인 요소로 인식되고 있다. 고객의 재방문을 유도하고 긍정적인 브랜드 이미 지를 형성하는 데 있어서 서비스 품질은 중요한 역할을 한다. 본 연구는 카지노 종사자 중 카지노 딜러의 고객접점 서비스가 카지노 기업의 브랜드 이미지와 카지노 이용객과의 장기적인 관계 지향성에 미 치는 영향을 분석하고, 카지노 딜러의 고객접점 서비스가 고객과의 장기 적인 관계를 형성하는데 브랜드 이미지가 어떤 역할을 하는지를 실증 분 석하고자 하였 이를 통해 카지노 산업 내에서 서비스 품질 향상을 통한 카지노 업계의 경쟁력을 강화할 수 있는 전략을 제시하고자 하였다. 이를 위해 본 연구에서는 제주도에 소재한 외국인 전용 카지노에서 카 지노 딜러의 대면 서비스를 경험한 중국인 고객을 대상으로 설문을 수집 하고 SPSS 26.0을 활용하여 인구 통계적 분석, 이용행태분석, 타당성과 신뢰도 분석, 상관관계분석 및 가설검증을 위한 다중회귀분석과 매개효 과 분석을 실시하였다. 연구의 목적을 달성하기 위한 실증분석의 결과는 다음과 같다. 첫째, 고객접점 서비스는 브랜드 이미지에 유의한 영향을 미치는 것으 로 나타났으며, 고객접점 서비스의 하위요인인 역량, 신속성, 신뢰성, 예 의성 및 해결능력은 브랜드 이미지에 유의한 영향을 미치는 것으로 나타 났다. 둘째, 브랜드 이미지는 장기적 관계지향성에 유의한 영향을 미치 는 것으로 나타났다. 셋째, 고객접점 서비스와 장기적 관계지향성의 관계 에서 브랜드 이미지는 매개역할을 할 것이라는 분석 결과는 변수 간의 영향 관계에서 모두 매개효과를 가지는 것으로 나타났다. 이러한 결과가 갖는 시사점은 다음과 같다. 첫째, 고객경험의 구성 요소들이 브랜드 인식에 어떻게 기여하는지를 이론적으로 확장할 수 있는 가능성을 보여주었고, 관계마케팅 이론의 설 명력을 높이고 브랜드 인식이 고객 관계 형성과 유지 과정에서 가지는 전략적 중요성을 재차 확인하였다. 둘째, 카지노 기업은 프론트 라인에서 고객과 직접 상호작용하는 직원들의 서비스 역량을 강화하고, 신속하고 정확한 응대, 정중한 태도, 문제 해결 능력 등을 높이는 데에 보다 집중 할 필요가 있다. 이는 고객의 브랜드에 대한 호감을 형성하고, 궁극적으 로 장기적인 고객 유대감을 높이는 핵심 수단이 될 수 있다. 셋째, 카지 노 기업은 광고나 홍보에 의존하기보다는, 고객이 브랜드를 접하는 모든 순간에서 긍정적인 인식을 갖도록 서비스 설계와 실행을 일관되게 운영 해야 하며, 이를 통해 고객의 충성도와 지속이용 가능성을 실질적으로 높일 수 있는 방안이 될 것이다. 넷째, 고객이 브랜드에 대해 긍정적 이미지를 형성하게 될 때, 그 이미지는 고객의 재방문 의도와 관계 지속에 영향을 미치기 때문에, 관계지향 마케팅 전략을 수립할 때 브랜드 이미 지의 형성과 유지를 핵심 요소로 포함시켜야 할 것이다.

다국어 초록 (Multilingual Abstract)

In modern society, customer expectations are continuously rising. Especially in the service industry, providing a differentiated experience that goes beyond mere customer satisfaction has become a key competitive advantage for companies. Within this context, service quality plays a critical role in enhancing customer loyalty, building a strong brand image, and fostering long-term relationship orientation. The casino industry, by its nature, considers delivering a unique entertainment experience to customers as a core competitive edge. At the same time, enhancing customer satisfaction and maintaining long-term relationships are recognized as essential elements for the sustainable growth of casinos. Service quality is thus vital in encouraging customer revisits and establishing a positive brand image. Accordingly, this study aims to analyze the impact of frontline services provided by casino dealers—who represent key customer contact points—on casino brand image and the long-term relationship orientation of casino patrons. Furthermore, the study empirically examines the mediating role of brand image in the relationship between casino dealers’ customer-contact services and the development of long-term customer relationships. Through this analysis, the study seeks to propose strategies to strengthen the competitiveness of the casino industry by improving service quality. To achieve this, the study conducted a survey targeting Chinese customers who had experienced face-to-face service from casino dealers at a foreigner-only casino located in Jeju Island, South Korea. Using SPSS 25.0, the data were analyzed through demographic analysis, usage behavior analysis, validity and reliability tests, correlation analysis, multiple regression analysis, and mediation analysis to test the proposed hypotheses. The results of the empirical analysis are as follows: First, the empirical analysis of Hypothesis 1, which posits that customer-contact service has a significant positive effect on brand image, found that the sub-factors of customer-contact service— competence, promptness, reliability, courtesy, and problem-solving ability—all had a significant positive influence on brand image. Second, the empirical analysis of Hypothesis 2, which posits that brand image has a significant positive effect on long-term relationship orientation, confirmed that brand image indeed positively influences long-term relationship orientation. Third, the empirical analysis of Hypothesis 3, which posits that brand image mediates the relationship between customer-contact service and long-term relationship orientation, revealed that brand image had a mediating effect in the relationship between the variables. The implications of the study’s empirical findings are as follows: First, the results demonstrate the theoretical potential to expand understanding of how elements of customer experience contribute to brand perception, thereby enhancing the explanatory power of relationship marketing theory and reaffirming the strategic importance of brand perception in forming and maintaining customer relationships. Second, casino companies should place greater focus on strengthening the service competencies of frontline employees who directly interact with customers. This includes improving prompt and accurate responses, maintaining a courteous attitude, and enhancing problem-solving skills. These are crucial means to foster customer affection toward the brand and ultimately increase long-term customer loyalty. Third, rather than relying heavily on advertising or promotional activities, casinos should consistently design and implement services that leave customers with a positive brand perception at every point of contact. This can be a practical approach to improving customer loyalty and encouraging continued patronage. Fourth, when customers form a positive image of a brand, that image significantly influences their intention to revisit and maintain the relationship. Therefore, brand image formation and maintenance should be considered a core element in developing relationship-oriented marketing strategies.

목차 (Table of Contents)

• Ⅰ. 서 론 ···········································································································1
• 1. 연구배경 및 목적 ················································································· 1
• 2. 연구범위 및 방법 ················································································· 4
• Ⅱ. 이론적 배경 ·····························································································6
• 1. 카지노 ·····································································································6
• 가. 카지노 개념 ·····················································································6
• 나. 카지노 기구 조직 ···········································································9
• 다. 카지노 딜러 ···················································································13
• 라. 한국 카지노 현황 ·········································································15
• 2. 고객접점 서비스 ·················································································21
• 가. 고객접점 서비스의 개념 ·····························································21
• 나. 고객접점 서비스 구성요소 ·························································28
• 다. 고객접점 서비스의 관한 선행연구 ···········································31
• 3. 브랜드 이미지 ·····················································································33
• 가. 브랜드 이미지의 개념 ·································································33
• 나. 브랜드 이미지의 선행연구 ·························································36
• 4. 장기적 관계지향성 ·············································································38
• 가. 장기적 관계지향성의 개념 ·························································38
• 나. 장기적 관계지향성의 선행연구 ·················································41
• Ⅲ. 연구설계 ··································································································44
• 1. 연구모형 및 연구가설 ·······································································44
• 가. 연구모형 ·························································································44
• 나. 연구가설 설정 ···············································································45
• 2. 변수의 조작적 정의 및 설문구성 ···················································49
• 가. 변수의 조작적 정의와 측정 ·······················································49
• 나. 설문구성 ·························································································52
• 3. 조사설계 및 자료의 분석방법 ························································· 54
• 가. 조사설계 ·························································································54
• 나. 자료의 분석방법 ···········································································54
• Ⅳ. 실증분석 ··································································································56
• 1. 표본의 일반적 특성 및 이용행태분석 ···········································56
• 가. 표본의 일반적 특성 ·····································································56
• 나. 이용행태분석 ················································································· 58
• 2. 측정항목의 타당도분석과 신뢰도분석 ··········································· 63
• 3. 상관관계분석 ·······················································································65
• 4. 가설검증 ·······························································································67
• 가. 고객접점 서비스와 브랜드 이미지의 영향 관계 ··················· 67
• 나. 브랜드 이미지와 장기적 관계지향성의 영향 관계 ··············· 68
• 다. 브랜드 이미지의 매개효과 ·························································69
• 라. 가설검증결과 요약 ·······································································73
• Ⅴ. 결 론 ·········································································································75
• 1. 연구결과 요약 및 연구시사점 ························································· 75
• 2. 연구의 한계 및 향후 연구방향 ·······················································77
• 참 고 문 헌 ··································································································79
• 부 록[설문지] ································································································94
• 1. 한국어 설문지 ···············································································94
• 2. 중국어 설문지 ············································································· 100
• Abstract ·······································································································105