공연 관람유형이 공연만족도에 미치는 영향에 관한연구 : 뮤지컬 공연을 중심으로 = A Study about the Influence Characteristics of Watching Performances Have on Satisfaction with Performances : Centering on Musical Performances

다국어 초록 (Multilingual Abstract)

We did this study with the purpose of finding out if satisfaction an audience feel to form their friendly attitude toward stage performances centering on musical performances can be different from one another depending on their watching characteristics. This study was designed to examine the correlational influence that performance customers' watching characteristics have on their satisfaction for performance services' marketing mixes.
In terms of the empirical study for the purpose of this study, we carried out survey research for 230 people by using non-statistical quota sampling and directly interviewing people from teens to people in their sixties who watched musical performances in Sejong Center for Performing Arts from the 21st of March to the 31st of March in 2009 regardless of men or women. At the study design stage, we posed questions focused on performance consumers' preferences, motives and prearranged plans as follows;
<Study Question 1> What kind of difference do audiences' motives to watch musicals make in satisfaction with performances?
<Study Question 2> what kind of difference do musical audiences' characteristics make in satisfaction with performances?
<Study Question 3> What kind of difference do musical performance ticket purchasers have in satisfaction with performances?
<Study Question 4> What kind of difference do types of decision makers who decide to watch musical performances make in satisfaction with performances?
<Study Question 5> What kind of correlations are there between arranging plans, gathering information, performance evaluation characteristic factors and satisfaction with satisfaction with performances?
As a result of analyzing the survey answers, it showed that women watch more musicals than men in terms of musical performances' characteristics. We could find out that mainly women in their twenties and thirties with economic power and interest in performing are fond of musical performances regardless of whether they are married or not.

We did research on general satisfaction with musical performances according to each type of watching performances. We did factor analysis for characteristic service factors of performing arts based on 7P of service marketing mix. We detected quality factor, advertising factor, auditorium accessibility factor, customer service factor and free leaflet factor among the characteristic service factors. As a result of doing research on the relations between these factors and customer satisfaction, when looking into satisfaction with musical performances according to each type of watching performances, 'good impression on musical genre/performance programs' factor showed the highest satisfaction. Also, it showed the highest satisfaction when they have decided to watch performances with decision makers.
It showed that 'quality factor' is the most influential factor, followed in order by 'advertising factor' and 'customer service factor' among performance service characteristic factors. We could find out that there is a big difference in performance customers' satisfaction according to the quality of the performances. Performance customers are gathering information by sufficiently using advertising and information. Also, they consider customer services in auditoriums important. Satisfaction is not only about the performance itself.
In conclusion, performance customers' satisfaction are influenced by each motive to watch performances and each ticket purchaser. In terms of service characteristic factors, it is verified by empirical analysis that quality factor, advertising factor and customer service factor have influence on performance customers' general satisfaction.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 및 범위 = 5
• 제2장 국내공연 산업현황 = 6
• 제1절 공연예술산업에 관한고찰 = 6
• 1. 공연예술산업 = 6
• 2. 한국의 공연예술 산업화 단계 = 8
• 3. 국내 뮤지컬 시장 현황 = 13
• 제2절공연수용 및 소비행동 = 16
• 1. 공연소비자 = 16
• 2. 공연소비자의 수용 및 행동과정 = 16
• 1) 공연소비자의 수용과정 = 16
• 2) 공연소비자의 소비행동과정 = 20
• 3) 공연예술 소비형태에 따른 공연소비자 특성 = 22
• 3. 공연소비자 특성에 관한 선행연구 = 26
• 1) 인구통계학적 요인에 따른 공연소비자특성 = 26
• 2) 라이프스타일 유형에 따른 공연소비자특성 = 27
• 제3절 공연관람 소비자 만족 = 29
• 1. 소비자만족의 정의 = 29
• 2. 소비자만족의 측정 = 30
• 3. 공연관람만족에 대한 접근 = 33
• 4. 공연관람만족의 마케팅적 요인 = 34
• 제3장 연구방법 = 38
• 제1절 연구문제 및 연구모형 = 38
• 제2절 연구대상 및 측정도구 = 40
• 1. 연구대상 = 40
• 2. 변수의 조작적 정의 = 40
• 3. 설문지 구성 = 41
• 제4장 실증분석 = 42
• 제1절 대상의 일반적 특성 = 42
• 제2절 연구문제 검증 = 45
• 1. 공연평가속성에 대한 결과 = 45
• 1) 공연평가속성 측정척도의 요인분석 결과 = 45
• 2. 관람동기별 공연만족도 차이 분석 = 47
• 3. 관람 동반자별 공연만족도 분석 = 48
• 4. 공연티켓 구매자별 공연 만족도 = 49
• 5. 공연관람 결정자별 공연 만족도 = 50
• 6. 사전계획 정도, 정보습득 노력정도, 공연평가속성 요인에 대한 공연만족도의 상관관계분석 = 50
• 제3절 결과논의 = 52
• 제5장 결론 및 제언 = 55
• 참고문헌 = 60
• ABSTRACT = 63