경마의 연상 이미지와 서비스 품질이 경마고객 만족에 미치는 영향에 관한 연구 = A Study on the Influence of the Horseracing's Image and service Quality on the Customer satisfaction

다국어 초록 (Multilingual Abstract)

Horse racing (in Korea) has continually developed in quality as well as quantity until 2002 since 1991. Since 2003, however, the appearance of rival gamings like casino, lotto, etc along with general recession has caused continual drop of turnover, resulting in worsening management environment. In the mean time, it becomes a general tendency to make a strong demand on improving customer satisfaction while stressing management-efficiency like by introducing of management-evaluation system even in public enterprises. Lasting growth of corporations can not be expected without customer satisfaction. Therefore, a lot of corporations are regarding customer satisfaction as a basic goal that should be ultimately accomplished and pushing ahead with various renovation activities related with it.
The purpose of this study is to analyze how reminded racing images and service quality influence customer satisfaction and offer basic data for elevating racing customer satisfaction, and then help form a base of taking deep roots as a national sound leisure sport, with racing industry becoming competitive. This study has included actual investigation through theoretic review and questionnaires, referring to foreign and domestic documents at the same time
The summary of this study is as follows
First, racing images like leisure-natured racing, product image of racing, corporation image as a race-holding organization, the image of business place in which people enjoy racing, the social role image of racing have proved to make a good influence on racing customer satisfaction
Second, service quality for all 3 areas of facilities, human and event services has appeared to serve favorably to racing customer satisfaction
Considering the study results like this, followings are suggested and proposals can be made as follows in order to level up racing industry and go on with development.
First, even though various ways to promote customer satisfaction measurement should be examined and be pushed ahead, efforts of improving reminded image of racing should be put on the top priority.
Second, the quality of facilities, human and event services as well as reminded image are making a direct influence on customer satisfaction measurement. Accordingly, much effort should be made on service quality management and improvement.
More and more studies have shown that there are direct connections between customer satisfaction improvement and corporation returns. Much energy should be exercised on customer satisfaction, still more the improvement of reminded image and service quality for increasing turnover
Even though a consistent research was made on this study on my own matching the study goal, contrary to the intention of the researcher, it can not be denied that there are some limits. The object of this study applies only to off-course betting centers and failed to make a research on total racing customers including on-course. In addition, there seems to be unsatisfactory part, because of the investigating personnel short of expertise in the process of questionnaires.
Hereafter, the study direction can be proposed in the ways that, first, a study on which factor makes the biggest influence on image- shaping elements among image-forming elements of racing can be a basic one in order to establish a image strategy and second, another study can be taken into account on perception difference according to local areas. Third, this study was performed with factors influencing customer satisfaction measurement which are confined to reminded image and service quality, but it seems that a study on shaping process of other origin variables (types of business, institutions, etc) will also be meaningful.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구의 방법과 구성 = 3
• 제2장 이론적 배경 = 5
• 제1절 경마의 개념 및 역사 = 5
• 1. 경마의 개념 = 5
• 2. 국내경마의 역사 = 5
• 3. 국내경마산업현황 = 6
• 제2절 경마의 연상 이미지와 서비스 품질 = 10
• 1. 이미지의 개념 = 10
• 2. 경마에 대한 연상 이미지 = 15
• 3. 서비스와 서비스 품질 개념 = 17
• 4. 경마 서비스와 서비스 품질 = 22
• 5. 경마 서비스 품질에 미치는 영향요인 = 27
• 제3절 경마의 고객만족에 미치는 영향요인 = 28
• 1. 고객만족의 개념 = 28
• 2. 경마의 고객만족 영향요인 = 31
• 3. 경마의 연상 이미지 및 서비스 품질과 고객만족 = 37
• 제4절 경마의 연상이미지 및 서비스품질과 고객만족에 관한 선행연구 = 39
• 제3장 실증분석 설계 및 분석 = 41
• 제1절 연구모형 설계 및 가설의 설정 = 41
• 제2절 설문지 구성 = 43
• 제3절 표본 추출 및 설문지 배부와 회수 = 45
• 제4장 자료의 분석 및 가설 검증 = 46
• 제1절 통계적 분석 = 46
• 제2절 신뢰성 및 타당성 검증 = 51
• 제3절 가설의 검증 = 55
• 제5장 결론 = 60
• 제1절 연구결과 요약 및 결론 = 60
• 제2절 시사점과 제언 = 63
• 제3절 연구의 한계 및 향후 연구방향 = 65
• 참고문헌 = 66
• ABSTRACT = 68
• 설문지 = 71