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중국 스키리조트의 서비스품질이 고객만족, 서비스가치 및 고객충성도에 미치는 영향

위 티엔위 (군산대학교 대학원)

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The purpose of this study was to identify The Effect of China Ski Resorts' Service Quality on the Customer Satisfaction, Service Value and Customer Loyalty. To achieve this goal, a total of 635 customers who have been exercising in ski resorts in North China's Hebei Province were selected as rese...
The purpose of this study was to identify The Effect of China Ski Resorts' Service Quality on the Customer Satisfaction, Service Value and Customer Loyalty. To achieve this goal, a total of 635 customers who have been exercising in ski resorts in North China's Hebei Province were selected as research subjects. Survey questionnaire composed of sum of 58 questions.6 questions to measure sociology of population, 26 for service quality perception factor, 9 for consumer satisfaction, 9 for Service Value and 8 for Customer Loyalty. Answers for all questions were given weight according to 5 scale Likert scale(1– very dissatisfied to 5– very satisfied). Analysis of the accumulated data was done using ‘SPSS Win version 24.0’statistics program and method of analysis and procedure is down below. First, we used Frequency analysis to examine demography of research subjects,Second, to examine the relationship between service quality perception factor, customer satisfaction, Service Value and Customer Loyalty, we carried out Pearson’s correlation analysis. Third, to investigate the influence of Service Quality on the Customer Satisfaction, Service Value and Customer Loyalty, we implemented multiple regression analysis. Level of significance on hypothesis testing was set to p<.05.Accordingly, the result was examined by series of analysis. The results are as below. Firstly, static correlation appeared in both the lower variable of service quality, customer satisfaction, service value and customer loyalty of Ski resorts in China. Secondly, in the result of multiple regression analysis to investigate the influence of service quality on service customer satisfaction of skiing resort customers showed that service quality perception factor had positive(+) effect on  service customer satisfaction, and the effectiveness was in transportation, ancillary facilities, facilities, cost,  program. But no similarity was found in employee. service quality  on choice customer satisfaction of skiing resort customers showed that service quality perception factor had positive(+) effect on choice customer satisfaction and the effectiveness was in transportation, cost,  program,  employee, facilities, ancillary facilities. service quality  on Social customer satisfaction of skiing resort customers showed that service quality perception factor had positive(+) effect on Social customer satisfaction, and the effectiveness was in program, cost,  transportation, facilities, But no similarity was found in employee and ancillary facilities. Thirdly, in the result of multiple regression analysis to investigate the influence of service quality on functional Service Value  of skiing resort customers showed that service quality perception factor had positive(+) effect on functional Service Value, and the effectiveness was in employee,cost,transportation, ancillary facilities, facilities, program. service quality  on Social Service Value of skiing resort customers showed that service quality perception factor had positive(+) effect on Social  Service Value, and the effectiveness was in transportation, program,  employee, facilities, ancillary facilities. But no similarity was found in cost. service quality  on emotional Service Value of skiing resort customers showed that service quality perception factor had positive(+) effect on emotional Service Value, and the effectiveness was in transportation,  facilities, ancillary facilities, program. But no similarity was found in employee and cost. Fourthly,  in the result of multiple regression analysis to investigate the influence of service quality on Behavioural Customer Loyalty of skiing resort customers showed that service quality perception factor had positive(+) effect on Behayioural Customer Loyalty, and the effectiveness was in program, employee, cost, transportation, ancillary facilities. But no similarity was found in facilities. service quality  on  Attitude  Customer Loyalty of skiing resort customers showed that service quality perception factor had positive(+) effect on  Attitude  Customer Loyalty, and the effectiveness was in transportation, program,  facilities, ancillary facilities. But no similarity was found in employee.  Fifthly, in the result of multiple regression analysis to investigate the influence of Customer Satisfaction on Behavioural Customer Loyalty of skiing resort customers showed that Customer Satisfaction perception factor had positive(+) effect on Behavioural Customer Loyalty, and the effectiveness was in choice customer satisfaction, Social customer satisfaction, service customer satisfaction. Customer Satisfaction  on  Attitude  Customer Loyalty of skiing resort customers showed that Customer Satisfaction perception factor had positive(+) effect on  Attitude Customer Loyalty, and the effectiveness was in choice customer satisfaction,  service customer satisfaction, Social customer satisfaction. sixthly, in the result of multiple regression analysis to investigate the influence of Service Value on  Behavioural Customer Loyalty of skiing resort customers showed that Service Value perception factor had positive(+) effect on Behavioural Customer Loyalty, and the effectiveness was in functional Service Value, Social  Service Value,  emotional Service Value. Service Value on Attitude  Customer Loyalty of skiing resort customers showed that Customer Satisfaction perception factor had positive(+) effect on  Attitude  Customer Loyalty, and the effectiveness was in emotional Service Value,   Social  Service Value, functional Service Value.