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An Analysis of the Relationship Between Quality of Service and the Audience Attitude Variables of the Korean traditional opera Performance

창극공연의 서비스품질과 관객태도 변인 간의 관계 분석

  • Kim, Su-Jin (Division of Performing Arts, Hanyang University)
  • 김수진 (한양대학교 공연예술학과)
  • Received : 2018.01.10
  • Accepted : 2018.04.06
  • Published : 2018.04.30

Abstract

The purpose of this study is to examine the effect of the quality of performance on audience satisfaction, and to verify the mediating effect of service value and traditional image in this process. The subjects of this study included 211 male and female adults who experienced the Korean opera performance in Seoul, Korea in October. Collected data was used as a model of path coefficients obtained through analysis of covariance structure and hypothesis test. As a result of verification, program quality, physical environment quality, and quality of the stage performance perceived by the audience showed a statistically significant positive correlation with performance experience attributes. The path coefficient between performance attribute and service value, performance experience attribute and traditional image were also positively and statistically significant. Further, the path coefficient between performance experience and audience satisfaction showed a positive relationship. The service value and traditional image, service value and audience satisfaction, and the path coefficient between traditional image and audience satisfaction were statistically and positively significant. Finally, all hypotheses were adopted and study results confirmed the effect of service quality and experience attributes on audience satisfaction for the popularization, modernization and marketing strategy of the Korean opera. In this process, it is meaningful to verify the role and function of service value and traditional image.

Keywords

audience behavior;korean traditional opera;modernization;popularization;service quality;traditional performing arts

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