검도이벤트 서비스품질과 참가자 행동의도와의 관계 = (The) Interrelation between the Service Quality of Kumdo Events and the Behavioral Intention of the Participants

국문 초록 (Abstract)

이 연구의 목적은 사회인 검도 경기이벤트 참가자들을 대상으로 이벤트 서비스품질에 대한 기대와 지각, 사회인구학특성별 차이, 이벤트 이미지와 만족도, 충성도, 재 참여, 구전의도에 미치는 영향 등에 관한 분석이다. 이 연구에 참여한 연구대상은 제 17회 한국사회인검도대회에 참가한 20대 이상을 모집단으로 설정하였다. 배포된 설문지 460부 가운데 응답이 불량한 52부를 제외한 408부를 최종연구에 사용하였다.
설문의 구성은 검도이벤트 서비스품질문항 22개 문항, 참가자들의 관여도 6개 문항, 참가자의 행동의도인 만족도 4문항, 이미지 4문항, 충성도 3문항, 구전의도 3문항, 재 참가 3문항으로 전문가들의 조언을 토대로 각각 구성하였다.
실증분석은 Windows for SPSS V.10.0을 이용, 요인분석과 신뢰도검증, t-test, 일원변량분석(one-way ANOVA)을 실시했고, 이벤트 서비스품질에 대한 만족유형과 관여도가 참가자행동에 미치는 영향을 검증하기 위해 다중회기분석을 실시하였다. 연구결과 다음과 같은 결론을 도출하였다.
첫째, 인구통계학적특성별 서비스품질 유형의 차이는 반응성과 공감성에서 남성보다 여성이 높게 인식하는 것으로 나타났다. 연령에서 40세 미만의 집단이 재미있는 경기, 결혼여부는 미혼 집단이 대기 및 연습 공간 확보, 직업에서는 전문직보다 다른 직업집단이 친절한 응답과 설명을 중요하게 인식하는 것으로 나타났다.
일반적 특성별 서비스품질 유형차이는, 반응성과 보장성에서 인터넷과 홍보물을 중요하게 인식하는 것으로 나타났다.
참가 시 고려요인은 신뢰성과 공감성에서 대회명성과 전국대회를 중요하게 인식하는 집단이 공정한 경기진행과 재미있는 경기, 대회의 전통과 명성을 중요하게 인식하는 것으로 나타났다.
둘째, 이벤트 서비스품질에 대한 기대와 지각 간의 차이는 유형성에서 충분한 탈의 및 샤워 시설, 반응성에서는 신속한 불만 해소가 높게 나타났다. 보장성에서는 충분한 대기 및 연습 공간, 신뢰성에서는 공정한 경기진행, 공감성에서는 적합한 참가비가 높게 나타났다.
셋째, 인구통계학적특성별 행동의도(만족도, 이미지, 충성도, 구전의도, 재 참가)차이는 이미지와 만족도 모두 여성에 비해 남성이 높은 것으로 나타났다. 결혼여부에서는 기혼이 높은 구전의도로 나타났으며, 월평균수입에서는 수입이 높은 집단이 높은 이미지를 갖는 것으로 나타났고, 재참여는 201만 원 이상이 높게 나타났다. 학력에서는 학력이 높은 대학졸업이 높은 재 참가 의도로 나타났다.
일반적 특성별 행동의도(이미지, 만족도, 충성도, 구전의도, 재 참가) 차이는 이미지에서 스트레스해소와 성취감, 만족도에서 건강관리가 높은 것으로 나타났고, 참가 시 우선 고려요인은 이미지와 만족도에서 모두 높게 나타났고, 구전의도에서는 대회명성과 전국대회가 높은 것으로 나타났다. 재 참가의도에서는 대회명성이 상대적으로 높은 것으로 나타났다.
넷째, 이벤트 서비스품질이 참가자 행동의도에 미치는 영향은 신뢰성과 공감성이 참가자의 이벤트 이미지에 매우 높은 영향을 미치는 것으로 나타났으며, 서비스품질, 유형인 신뢰성, 공감성은 참가자의 만족도와 충성도, 구전의도, 재 참가에 매우 높은 영향을 미치는 것으로 나타났다.
다섯째, 이벤트 참여자의 관여도가 행동의도에 미치는 영향에서는 추구성과 의미성은 참가자의 이벤트 이미지, 만족도, 충성도, 재 참가에 매우 높은 영향을 미치는 것으로 나타났고, 추구성이 참가자의 구전의도에 매우 높은 영향을 미치는 것으로 나타났다.
이상과 같은 결과를 토대로 검도시장이 질적 · 양적으로 확대되고 발전하기 위해서는 참가자들의 만족도를 충족시킬 수 있는 경쟁력을 갖춘 경기이벤트가 개발되고 운영되어야 하며, 세부적으로 연습 및 휴식공간의 준비와 확실한 식음시설, 화장실의 쾌적성, 편안하게 장시간을 앉아 관람할 수 있는 관중석과 경기진행을 쉽게 알 수 있는 전광판 등이 개발되어 효과적으로 운영되어야 한다.
특히 경기시간을 준수해야 하고, 원활한 경기진행을 위한 전문성과 신뢰성을 확보할 필요가 있으며, 참가자들의 행동의도를 우선시하고, 이들을 유인하기 위한 경기이벤트 서비스품질의 특성화된 개발과 운영이 강력하게 강구되어야 한다.

다국어 초록 (Multilingual Abstract)

This study was concerned with the effect of expected and perceived service quality on differences in sociodemograraphic characteristics, event satisfaction and image, loyalty, reparticipation and word-of-mouth intentions for participants of salaried persons in the biggest kumdo event with tradition and history. This study was intended to consider the effective marketing plan by setting the hypotheses not only through related previous studies but also identifying diverse and differentiated behavioral intentions.
This study selected the population from the like-minded kumdo persons older than 20 participating in the 17th Korean Kumdo Contest for Salaried Persons held in May 2004 at the 1st Gymnasium in Jamsil, Seoul. Samples selected by the stratified cluster random sampling method, to whom the questionnaires were distributed. Of the 460 questionnaire returned, 408 questionnaires except 52 poorly completed ones were used for the final analysis.
Questionaries on the service quality of kumdo event in the composition of the study survey was constructed into 22 sections by modifying the research of the improvement and activation of the satisfaction on the service quality of the participants in the sports events(Jin-Hyeong Kang, 2002; Hak-shin Kim, 1998; Young-Dal Kim, Jin-Hyeong Kang, Hak-shin Kim, 1999; Yong-sik Lee, Yeon-Pung Oh, Song-Hyeon Cho, 2000; Jae-Don Lee, 2002) to meet the characteristics of the kumdo event for salaried persons.
In addition, the survey for participants' involvement was constructed with six questionaries considering the questions in the research on the involvement of the participants of sports events (Kyeong -Rho Jhang, 1999; Seung-Ho Shin, 2002; Arnett, 2000). And the satisfaction level of the particiants' behavioral intention(4 questionaries) was constructed based on the research on the consumers' behavior according to the satisfaction of the service quality (Jin-Hyeong Kang, 2002), image(4 questionaries) on the research on the effect of the service quality of the sports event on the image(Hak-Shin Kim, 2003; Chang-Min Lee, 2001; Pease ＆ Zhang, 2001), loyalty(3 questionaries) on the research on the effects to the service loyalty of the soprts facilities (Jae -Hyen Kim, 2003; Seung-Cheol Lee, Chung-Sik Shin, 2004), word-to-mouth intention(3 questionaries) on the research on the effects of the service quality of the sports facilities on the word-to-mouth intention (Gwan -Hyeong Cho, 2000; Ju-Bin Hong, 1997), and reparticipation(3 questionaries) on the research on th effects of satisfaction types of the service quality of the sports facilities on the revisiting (Gil -Sang Jeong, Hak-Shin Kim, Eun-Taek Gwon, 2004; Hye-Sun Hong, 1999) with the advice from experts on each related fileds to meet the characteristics of the participants of the kumdo event for salaried persons.
Factor analysis, Cronbach's alpha test, t-test, and one-way ANOVA were conducted for empirical analysis using Windows for SPSS V.10.0. As a result, the following findings were drawn:
First, it was found that there was a significant difference in responsiveness and empathy of service quality according to the gender in relation to the difference in the type of service quality of the participants' demographic characteristics. In case of responsiveness, female respondents put more weight on kind responses and explanations, quick complaint solution, effective information broadcasting, and simple application for participation compared to the male counterparts. In case of empathy, female respondents thought relatively importantly of such attributes as interesting games, contest tradition and reputation, beneficent and meaningful games, and optimal admission fees compared to the male counterparts.
It was found that there was a significant difference in the empathy of service quality according to age. Generally, the respondents group of below 40 thought relatively importantly of such attributes as interesting games, contest tradition and reputation, beneficent and meaningful games, and optimal admission fees compared to the respondents group of over 40,
It was found that there was a significant difference in the guaranty of service quality according to marital status. In other words, it was found that the unmarried respondents group thought relatively importantly of such attributes as preparation of the space for waiting and practice, assignment and observance of the game time , compared to that of the married respondents, guarantee of many game rounds, preparation of medical personnel and equipment, and comfortable indoor environment compared to the married respondents group.
It was found that there was a significant difference in the responsiveness of service quality according to occupation. Overall, it was found that the respondents group with different jobs thought relatively importantly of such attributes as kind responses and explanations, quick complaint solution, effective information broadcasting, and simple application for participation compared to the group of the self-employed respondents,.
And it was found that in relation to the difference in the type of service quality according to participants' general characteristics, there was a significant difference in the responsiveness and guaranty of service quality related to information collection. In case of responsiveness, the respondents using the Internet and PR materials, compared to the other groups, thought relatively importantly of kind response and explanation, quick complaint solution, effective information broadcasting, simple application for participation and the like. In case of guaranty, the respondents using the Internet and PR materials, compared to the other groups, thought relatively importantly of such attributes as preparation of the space for waiting and practice, assignment and observance of the game time, guarantee of many game rounds, preparation of medical personnel and equipment, comfortable indoor environment and the like.
And in terms of the factors to be considered at the time of participation, it was found that there was a significant difference in the reliability and empathy of service quality. In case of reliability, the group which thinks importantly of the reputation of the contest and the national contest compared to facilities, and accessibility was aware relatively importantly of fair game progress, umpire's speciality, effective contest progress, and preparation for the special facility. In case of empathy, the group which considers importantly of the reputation of the game and the national contest compared to facilities, and accessibility was well aware relatively importantly of interesting games, the tradition and reputation of the contest, beneficial and meaningful games, and optimal admission fees.
Second, it was found that there was a significant difference in the difference between expectation and perception of event service quality in the orders of dressing and shower facilities, bulletin board for the progress of the game, convenient accessibility, diverse stores and food and beverage facility operation and the like in terms of tangibles. And it was found that there was a significant difference in the difference in guaranty in the orders of sufficient space for waiting and practice, many game experiences, preparation of medical personnel and equipment, accurate observance of assigned game time, comfortableness of the indoor space and the like.
In addition, it was found that there was a significant difference in reliability in the orders of fair game progress, umpire's speciality, excellence of the gymnasium facility, smooth contest progress and the like. And it was found that there was a significant difference in empathy appropriate admission fees, interesting events, interesting and beneficial game experiences and the reputation of the traditional contest.
Third, an attempt was made to investigate whether there was a significant difference in participants' satisfaction, image, loyalty, reparticipation, and the word-of-mouth intentions according to demographic characteristics. As a result, it was found that there was first a significant difference in the participants' image and satisfaction. Compared to the female respondents, the male counterparts showed high level of image and a relatively high level of satisfaction. In addition, it was found that there was a significant difference in the participants' word-of-mouth intentions, and married respondents group, compared to the unmarried respondents group, showed high level of the word-of-mouth intentions, satisfaction, image, loyalty, reparticipation, and the word-of-mouth intentions according to gender.
It was found that there was a significant difference in the participants' image and reparticipation. according to monthly average income. First of all, it was found that the respondents group with relatively high income had the high image compared to the respondents group with income of less than 1,500,000 won and that the respondents group with income of more than 2,010,000 won had the relatively high level of reparticipation. And it was found that there was a significant difference in participants' reparticipation according to educational level. The respondents group of college graduates with relatively higher educational background showed the relatively higher intention of reparticipation compared to the respondents group with low educational background.
And an attempt was made to investigate the difference in satisfaction, image, loyalty, reparticipation and word-of-mouth intentions according to general characteristics. As a result, it was found that there was a significant difference in participants' image and satisfaction according to their motive of participation. In case of the image, the respondents showed relatively higher level of stress relief, achievement, self-realization, and improvement in competitiveness compared to health management. In case of satisfaction, they showed high level of health management, stress relief, achievement, and self-realization compared to improved competitiveness.
Besides, it was found that there was a significant difference in the participants' image, satisfaction, word-of-mouth intentions and reparticipation according to the factors to be considered at the time of participation. In case of the image, they showed the relatively high image, satisfaction, word-of-mouth intention and intention of reparticipadon in relation to the reputation of the tournament and the national tournament compared to facilities and accessibility.
As for the effect of event service quality on the participant's behavior intention, it was found that such types of service quality as reliability and empathy had a drastic effect on the participants' image of the event. And it was found that such types of service quality as tangibles, reliability and empathy had a strong effect on participant satisfaction and that such types of service quality as reliability and empathy had a dramatic effect on the participants' loyalty. It was found that such types of service quality as reliability and empathy had a tremendous effect on the participants' word-of-mouth intentions and that such types of service quality as reliability and empathy had a strong effect on the participants' intention of reparticipation.
Fifth, an attempt was made to investigate the effect of event participants' level of involvement on behavior intentions. As a result, it was found that such types of involvement as pursuit and significance had a strong effect on the participants' event image. And it was found that such types of service quality as pursuit and significance had a drastic effect on the participants' satisfaction.
In conclusion, it was found that such types of service quality as pursuit and significance had a dramatic effect on the participants' loyalty and that such types of service quality as pursuit and significance, And it was found' that pursuit as one type of service quality had a very strong effect on the participants' word-of-mouth intentions and such types of service quality as pursuit and significance had a strong effect on the participants' revisit intention.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 5
• 3. 연구의 문제 = 6
• 4. 연구 가설 = 7
• 5. 연구의 제한점 = 8
• 6. 용어의 정의 = 9
• Ⅱ. 이론적 배경 = 12
• 1. 이벤트 = 12
• (1) 이벤트의 개념과 목적 = 12
• (2) 이벤트의 유형과 분류 = 14
• (3) 이벤트 개발의 효과 = 16
• (4) 스포츠 이벤트의 필요와 효과 = 18
• 2. 스포츠 소비자행동 = 21
• (1) 스포츠 소비자행동의 특성 = 21
• (2) 스포츠 소비자의 의사결정 = 22
• (3) 스포츠 이벤트소비자행동에 미치는 영향요인 = 23
• 3. 스포츠 이벤트 서비스품질 = 25
• (1) 서비스품질의 특성과 구성 = 25
• (2) 서비스품질의 측정 = 27
• (3) 스포츠 서비스품질의 특성과 연구동향 = 29
• Ⅲ. 연구 방법 = 32
• 1. 대상 = 32
• 2. 측정도구 = 33
• 3. 자료처리 = 37
• Ⅳ. 결과 = 39
• 1. 검도이벤트 참가자의 인구적 특성별 서비스품질 유형 차이분석 = 39
• (1) 참가자 인구통계학적 특성별 서비스품질 유형 차이분석 = 39
• (2) 참가자 일반적 특성별 서비스품질 유형 차이분석 = 41
• 2. 검도이벤트 서비스품질에 대한 기대와 지긱 차이분석 = 43
• 3. 사회인구적 특성별 참가자 행동의도 차이분석 = 45
• (1) 참가자 인구통계학적 특성별 참가자 행동의도 차이분석 = 45
• (2) 일반적 특성별 참가자 행동의도 차이분석 = 47
• 4. 이벤트 서비스품질 유형이 참가자 행동의도에 미치는 영향 = 49
• (1) 검도이벤트 서비스품질이 참가자 이미지에 미치는 영향 = 49
• (2) 검도이벤트 서비스픔질이 참가자 만족도에 미치는 영향 = 50
• (3) 검도이벤트 서비스품질이 참가자 충성도에 미치는 영향 = 51
• (4) 검도이벤트 서비스품질이 참가자 구전의도에 미치는 영향 = 52
• (5) 검도이벤트 서비스품질이 참가자 재 참가에 미치는 영향 = 53
• 5. 이벤트 참가자의 관여도가 행동의도에 미치는 영향 = 54
• (1) 이벤트 참가자의 관여도가 이미지에 미치는 영향 = 54
• (2) 이벤트 참가자의 관여도가 만족도에 미치는 영향 = 55
• (3) 이벤트 참가자의 관여도가 충성도에 미치는 영향 = 56
• (4) 이벤트 참가자의 관여도가 구전의도에 미치는 영향 = 57
• (5) 이벤트 참가자의 관여도가 재 참가에 미치는 영향 = 58
• Ⅴ. 논의 = 59
• 1. 검도이벤트 참가자의 인구적 특성별 서비스품질 유형 차이 논의 = 59
• 2. 검도이벤트 서비스품질에 대한 기대와 지각 간의 차이 논의 = 62
• 3. 사회인구적 특성별 참가자 행동의도 차이 논의 = 63
• 4. 이벤트 서비스품질 유형이 참가자 행동의도에 미치는 영향 논의 = 65
• 5. 이벤트 참가자 관여도가 행동의도에 미치는 영향 논의 = 68
• Ⅵ. 결론 및 제언 = 70
• 1. 결론 = 70
• 2. 제언 = 76
• 참고문헌 = 77
• 부록 설문지 = 92
• Abstract = 97