- Volume 28 Issue 4
DOI QR Code
Core Managing Points in a Wine Training Program Deduced by Loyalty
와인교육프로그램 수강생의 충성도 군집별 교육프로그램의 중점관리점 도출
- Received : 2013.05.30
- Accepted : 2013.08.14
- Published : 2013.08.30
This study aimed to classify attendants of a wine training institute according to loyalty for wine training service program and to deduce the core managing points in a wine training program by IPA (Importance-Performance Analysis). Self-administered questionnaires were collected from 192 trainees and statistical data analysis completed using SPSS ver. 18.0. As a result of clustering analysis based on trainee loyalty from both attitude and behavioral perspectives, four classification groups were identified: a "genuine" loyalty group, a "latent" loyalty group, a "mendacious" loyalty group, and a "low" loyalty group. For the genuine loyalty group, the importance of total service quality was 4.32 on average whereas the performance was measured as 4.22; thus there was little difference between importance to quality and performance. However, for the other three groups, especially the low loyalty group, there were significant wide gaps between importance to quality and performance. According to IPA, different service quality items were posted on the 'Focus here' quadrant (a domain with high service quality importance but low performance) by group, while the other three quadrants had several common items regardless of the group. Finally, the core quality managing points were different depending on the level of trainee loyalty. Therefore, it is necessary to plan and conduct a wine training program that reflects the characteristics and needs of its students, which will lead to a differentiated management strategy according to the level of loyalty.
Wine training program;cluster;loyalty;IPA
- Astin A. 1993. What matters in college? Four critical years revisited. Jossey-bass publishers. San Francisco.
- Ban MS. 2012. Attributes, satisfaction, and loyalty by education experience of wine consumers. Master degree thesis. Dongeui University.
- Chon K, Weaver PA, Kim CY. 1991. Marketing your community: Image analysis in Norfolk. Cornell H.R.A. Quarterly, 31(4):31-37 https://doi.org/10.1177/001088049103100414
- Green CG. 1993. Using customer survey data to develop marketing strategies in college university foodservices. J. College and University Foodservice, 1(1):39-51
- Gremler DD, Brown SW. 1998. Service Loyalty: Antecedents, components and outcomes. Paper presented at AMA Winter Theory Conference. Dallas.
- Harvey L. 2000. Students satisfaction approach. http://www.uce.ac.uk/crq
- Ko JY, Jung MR, Kim DC. 2007. Satisfaction determinants for student's of wine educational institutions. J. Hospitality Tourism Studies, 9(2):31-42
- Ko JY, Lee JJ, Cho HJ. 2005. A study of the wine training system at a hotel restaurant. J. Foodservice Management, 8(3):125-147
- Kwon DB, Oh YJ, Park HM, Son JJ, Song SH. 2002. An exploring study on determining factors for college student's degree of educational satisfaction. J. Educational Research, 40(3):181-202
- Lee IS, Lee HY, Kim HY. 2012. Development of structural model for quality, value, satisfaction, and loyalty in a wine training program. Korean J. Food Culture 27(5):490-495 https://doi.org/10.7318/KJFC/2012.27.5.490
- Martilla JA, James JC. 1977. Importance-Performance Analysis. J. Marketing, 41(1):77-79 https://doi.org/10.2307/1250495
- Miller KE, Ginter JL. 1979. An investigation of situational variation in brand choice behavior and attitude. J. Marketing Research, 16(1):111-123. https://doi.org/10.2307/3150882
- Seo HJ, Ko JY. 2008. A study on the wine selection attributes according to wine education experience. J. Hotel & Resort, 7(2):71-83
- Shin HC, Lee JJ. 2005. A study on the educational for improvement training of wine sales service. Korean J. Tourism Research, 20(1):175-192
- Sung HJ, Kim OH, Jo EY. 2008. The study of the wine training system for the types of food-service industry. J. Hotel & Resort, 7(1):207-221
- Uncles MD, Laurent G. 1997. Editorial: Special issue on loyalty. International J. Research in Marketing, 14(5):399-404 https://doi.org/10.1016/S0167-8116(97)80224-8
- Kim DC. 2010. Benefits sought by wine education consumer: How it impacts learning orientation, self-efficacy and satisfaction of education-training. Ph.D degree thesis. Sejong University.
Supported by : Sangji university