라인댄스 교육서비스품질이 교육서비스가치 및 지속참여의사에 미치는 영향

Abstract

Purpose: Line-dance, which anyone can easily flow, has a social impac that provides healthy leisure activities as dance contents. Since line-dance has been rapidly popularized in our society through quantitative growth, it is time to do diverse research to provide high quality educational services. Therefore, this study suggests practical and academic implications by examining the eduactional service quality perceived by the linedance participants(leader qualities, physical environment, program, tuition fees), service value and intention of continuous participation. Method: In order to accomplish the purpose of this study, we conducted a questionnaire survey on participants who were given line dance classes in Seoul, Gwangju and hCangwon from April 10 to April 30, 2019. A total of 360 questionnaires were distributed through the sampling method of convenience, 340 of which were used as final data, excluding 20 of them. Data were processed suing SPSS 22.0 for Windows and AMOS 22. 0 program, and we performed frequency analysis, confirmatory factor analysis, intensive validity analysis, reliability analysis, correlation analysis, and structural equation. Results: First, the leader qualities and physical environment of the deucational service quality had a positive effect on the intention of continuous participation. Second, teh leader qualities, programs, and tuition fees o f educational service quality had a positive effect on the educational service value. Third, the educational service value had a positive effect on the intention of continuous participation. Conclusion: The leader qualities and physical environment of educational service value directly effect on intention of continuous participation. In addition, the intention of continuous participation of the line-dance participant, it is necessary to provide high quality of service values. To do so, the high level of education program, the leader qualities and the tuition fees should be guaranteed.