제주도 수상레저 활동 사업장의 서비스 품질이 이용자 만족과 재방문 의도에 미치는 영향

Abstract

In this study, the service quality of Jeju water leisure establishment in term of provision of resources that contribute to improving the service quality of water leisure is examined. In addition, basic data is collectedconcerning revitalization of the water leisure business in the future; the aim is to achieve this through continued re-engagement to enhance user satisfaction by identifying the impact of user satisfaction and users revisit intentions. In order to achieve the research purpose, we selected a population that use the Jeju water leisure establishment, and 340 people responded to the questionnaire. Double responses and incomplete responses were excluded, thenthe remaining 305 responses wereanalyzed using SPSS version 18.0. To confirm the validity of the selection factors, the exploratory factor analysis used the principle component analysis of common factor analysis and the orthogonal rotation method by Blackberry mags was performed.Reliability analyses using the Cronbach's ℒ coefficient were performed to verify the reliability among each factor based on internal consistency. The frequency analysis was performed for respondents' demographic characteristicswith one-way ANOVA and Tukey's post-validation wereperformed to discern significant differences between the groups. For hypothesis verification concerningthe effect of service qualityon user satisfaction and intention to revisit, the correlation analysis and regression analysis were performed. At this time, statistical significance was set at ℒ=.05. The results of this study earned via such procedures and methods are as follow. First, there was no statistically significant difference due to the service quality following gender, user satisfaction and revisit intention depending on the service quality perception, user satisfaction and revisit intention in accordance with sociodemographic characteristicsof respondents. The age-related service quality perception showed a statistically significant difference in human service and physical service, but was not observed for the significant difference for the service. The user satisfaction and revisit intention showed significant difference, and was observed to be highest in the group aged<20s. The service quality perception by average monthly income was statistically significant difference between human and physical service, systemically difference was not observed for the service. The user satisfaction and revisit intention was significant difference, and was observed to be highest in the group aged < 20s. Second, the service quality showed a statistically significant positive influence on user satisfaction. Third, the service quality showed a statistically significant positive influence on revisit intention. Fourth, the user satisfaction was foundto have a significantly positive effect on revisit intention, and user satisfaction showed partial mediation on the service quality and revisit intention.