대중음악축제의 서비스 품질이 지각된 가치, 고객 만족도 및 축제 재방문 의도에 미치는 영향

Abstract

In South Korea, the popular music festival, starting at the middle of the first decade of 21century, have growed rapidly in a short period and become an industry though related researches. By studying the value of the event and conducting researches aiming at improving service quality and customer satisfaction, the revisit intention can be improved while the sustainability of the popular music festivals can be ensured. By examining the relationship of service quality, perceived value, customer satisfaction and revisit intention, the study aims at giving suggestions about designing and operating the popular music festival. In conclusion, perceived value positively affects customer satisfaction, which has positive effect on revisit intention. Moreover, the designer and operator of the popular music festival should make efforts to improve the customer satisfaction of participants by understanding the importance of service quality, perceived value, experience and image of the event.

In South Korea, the popular music festival, starting at the middle of the first decade of 21century, have growed rapidly in a short period and become an industry though related researches. By studying the value of the event and conducting researches aiming at improving service quality and customer satisfaction, the revisit intention can be improved while the sustainability of the popular music festivals can be ensured. By examining the relationship of service quality, perceived value, customer satisfaction and revisit intention, the study aims at giving suggestions about designing and operating the popular music festival. In conclusion, perceived value positively affects customer satisfaction, which has positive effect on revisit intention. Moreover, the designer and operator of the popular music festival should make efforts to improve the customer satisfaction of participants by understanding the importance of service quality, perceived value, experience and image of the event.