Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Ski Shop Service Quality on Consumer Value and Customer Satisfaction

스키장 렌탈샵의 서비스 품질이 소비자의 지각된 가치 및 구매행동에 미치는 영향

  • Min-Sung Kim (Department of Leisure Sports, Graduate School of Industry, Seowon University) ;
  • Jin-Ho Shin (School of Leisure Sports, Seowon University)
  • 김민성 (서원대학교 산업대학원 레저스포츠학과) ;
  • 신진호 (서원대학교 레저스포츠학부)
  • Received : 2024.05.23
  • Accepted : 2024.06.18
  • Published : 2024.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to improve the service quality of the ski rental industry and provide basic data to satisfy customers' needs by investigating how the service quality of ski rental shops affects consumers' perceived value and purchasing behavior. Therefore, a survey was conducted on users visiting rental shops at six ski resorts in Korea (High1 Resort, Yongpyeong Resort, Jisan Resort, Gonjiam Resort, Phoenix Park, and Welli Hilli). The collected data was conducted by using SPSS (B. 25.0) program, visual factors analysis, and multivariate distributed analysis, simple, simple and multivariate variance analysis, simple and multivariate analysis. The results derived from this study are as follows. First, it was found that the service quality of ski resort rental shops had a significant effect on perceived value in the order of convenience, empathy, service, and facility environment. Second, it was found that the perceived value of purchasing behavior of purchase behavior and recommendations. Third, it was found that the service quality of ski resort rental shops had a significant effect on purchase intention and recommendation intention of purchase behavior in the order of empathy, facility environment, convenience, and service.

본 연구는 스키장 렌탈샵의 서비스 품질이 소비자의 지각된 가치 및 구매행동에 어떠한 영향을 미치는지를 규명하여 스키장 렌탈 산업의 서비스 품질을 개선하고 고객들의 욕구를 충족시킬 수 있는 기초적 자료를 제공하고자 했다. 따라서 국내 스키장 6곳(하이원리조트, 용평리조트, 지산리조트, 곤지암리조트, 휘닉스파크, 웰리힐리)의 렌탈샵 방문 이용자를 대상으로 조사를 수행됐다. 수집된 자료는 SPSS(ver. 25.0) 프로그램을 활용하여 빈도분석, 탐색적 요인분석, t-test, 일원변량 분산분석, 상관관계 분석, 단순 및 다중회귀분석을 실시했다. 본 연구에서 도출된 결과는 다음과 같다. 첫째, 스키장 렌탈샵의 서비스 품질이 지각된 가치에 편리성, 공감성, 서비스, 시설환경 순으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 지각된 가치가 구매행동의 구매의도 및 추천의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 스키장 렌탈샵의 서비스 품질이 구매행동의 구매의도 및 추천의도에 공감성, 시설환경, 편리성, 서비스 순으로 유의한 영향을 미치는 것으로 나타났다.

Keywords

References

  1. J. H. Lee, S. H. Shin, "A study on the relationship among service quality of ski resort, service value, customer satisfaction, and behavioral intentions", Korean Society of Sport Management, Vol.16, No.1 pp. 1-14, (2011). 
  2. Y. M. Kim, S. C. Lee, J. W. Lee, "A effect of internet ski community characteristics on commitment and performance", Korean journal of physical education, Vol.43, No.6 pp. 633-642, (2004). 
  3. Y. D. Kim, "Segmentation based on behavior of skiers and snowboarders in ski center", International Journal of Tourism Management and Science, Vol.35, No.7 pp. 41-62, (2020).  https://doi.org/10.21719/IJTMS.35.7.3
  4. M. J. Oh, H. S. Lee, "The relationship between residents' perceptions of the impacts of a mega-event from the opening focused on the Pyeongchang Winter Olympics", International Journal of Tourism and Hospitality Research, Vol.33, No.11 pp. 103-116, (2019).  https://doi.org/10.21298/IJTHR.2019.11.33.11.103
  5. M. G. Kang, "Analysis of university liberal arts skiing participants' dissatisfaction", The Korean Journal of Sport, Vol.17, No.2 pp. 403-142, (2019). 
  6. J. M. Park, S. W. Oh, J. W. Han, "An analysis of consumption trend in ski resorts before and after COVID-19 using social big data", The Korean Society of Sports Science, Vol.31, No.3 pp. 451-463, (2022).  https://doi.org/10.35159/kjss.2022.6.31.3.451
  7. J. Y. Lee, "Mediating effect of customer satisfaction on the relationship between service quality and customer loyalty at ski resorts". Yonsei University of Graduate School, Master's dissertation, (2017). 
  8. J. T. Lee, J. E. Ahn, "The first winter season of ski mania elementary school teacher's family: exploration of the process of forming family leisure culture", The Journal of Learner-Centered Curriculum and Instruction, Vol.23, No.4 pp. 207-221, (2023). 
  9. B. W. An, S. M. Baek, C. W. Hong, C. J. Seo, "Development of a location-based integrated ski rental platform", Korean Society of Electrical Sciences, Vol.2022, No.7 pp. 77-78, (2022). 
  10. T. S. Jo, "Analysis of PLS path model between CRM information and customer behavior of ski rental stores", Journal of Sport and Leisure Studies, Vol.0, No.48 pp. 129-141, (2012).  https://doi.org/10.51979/KSSLS.2012.05.48.129
  11. N. K. Im, "The relationships among public swimming pool users' perceived service quality, customer satisfaction, repurchasing behavior, word-of-mouth and community attachment", A collection of sports science papers, Vol.23, pp. 133-152, (2011). 
  12. J. Y. Lee, C. W. Lee, " Mediating effect of customer satisfaction on the relationship between service quality and customer loyalty at ski resorts", Journal of leisure and recreation studies, Vol.41, No.4 pp. 144-154, (2017).  https://doi.org/10.26446/kjlrp.2017.12.41.4.44
  13. S. J. Park, "A study on the perception evaluation, satisfaction, and post-visit attitudes of foreign customers in Korea's ski resort service quality", Journal of Sport and Leisure Studies, Vol.0, No.66 pp. 93-103, (2016).  https://doi.org/10.51979/KSSLS.2016.11.66.93
  14. D. H. Jeon, "A study on the influence of hotel service employees on interpersonal trust and service quality". Kyunggi University of Graduate School, Master's dissertation, (2017). 
  15. M. S. Kim, J. H. Shin, "The effect of servicescape on customer satisfaction and participation behavior in water sports facility", Journal of the Korean Oil Chemists' Society, Vol.39, No.5 pp. 666-673, (2016). 
  16. J. T. Hyun, "Effects of sports tourists' joining motivations and life style-related perceived values on social attitudes". Wooseok University of Graduate School, Doctoral dissertation, (2011). 
  17. H. W. Lee, "Structural relationship between the factors of viewing the game of professional football spectators and perceived value, satisfaction with viewing, immersion in viewing, intention to revisit, and intention of word of mouth", Korean Society of Social Sports, Vol.0, No.77 pp. 34-276, (2018).  https://doi.org/10.51979/KSSLS.2019.07.77.145
  18. M. J. Kim, D. Y. Won, K. Y. Lee, "The structural relationships among servicescape, perceived value, sport involvement and loyalty of Korean professional volleyball gymnasium", Korean Society of Sport Management, Vol.60, No.5 pp. 231-244, (2014). 
  19. S. R. Song, D. Y. Roh, "The effect of ski resort relationship marketing implement factors on the relationship quality and purchasing behavior", Korean journal of physical education, Vol.46, No.1 pp. 461-471, (2014). 
  20. I. H. Kim, "Effectiveness the factor of having on faithful and re-visit intention of the use customer on the factor of the ski resort marketing mix". Dongguk University of Graduate School, Master's dissertation, (2009). 
  21. T. Y. Kim, "The effect of service quality of Kizang resort on customer satisfaction and behavioral intentions". Wonkwang University of Graduate School, Master's dissertation, (2009). 
  22. G. S. Lee, "The effect of customer value and customer satisfaction of ski resort users on purchasing behavior". Danguk University of Graduate School, Master's dissertation, (2003). 
  23. J. M. Park, "The effect of service quality on customer satisfaction and revisiting intention in sangleisure sports". Kyung Hee University of Graduate School, Master's dissertation, (2021). 
  24. Y. J. Yi, S. A. La, "The relative effects of three dimensions of service quality on CS -A comparative study of existing vs. potential customers", Korea Marketing Association, Vol.18, No.4 pp. 67-97, (2014). 
  25. L. S. Chae, "The effect of service quality of ski resort on perceived value of customers: the controlling effect of continuous involvement". Kwandong University of Graduate School, Master's dissertation, (2014). 
  26. J. W. Gang, "The effect of consumer self-ethnicity on Korean wine evaluation, perceived value and satisfaction". Kyung Hee University of Graduate School, Master's dissertation, (2016). 
  27. Y. J. Lee, "The effects of the grand theater servicescape on the perceived value and satisfaction of the audience". Chung-Ang University of Graduate School, Master's dissertation, (2019). 
  28. Y. J. Choi, "Relationship between the quality of service of commercial sports centers and customer satisfaction and post-purchase behavior". Chung-Ang University of Graduate School, Master's dissertation, (2002). 
  29. S. A. Jang, "The effects of golf supplies on brand attitudes and consumer purchasing behaviors". Kookmin University of Graduate School, Master's dissertation, (2009). 
  30. Y. C. Lee, "The effect of hotel social services scape on perceived values and customer citizenship behavior". Kyunggi University of Graduate School, Master's dissertation, (2022). 
  31. W. J. Zhang, "The effect of servicescape on the customers' perceived values, customers' satisfaction and loyalty of hotel : Object of study on five-star hotel & resort in Hainan, China". Kyung Hee University of Graduate School, Master's dissertation, (2018). 
  32. Y. T. You, "The impact of servicescape on perceived value and behavioral intentions". Korea University of Graduate School, Master's dissertation, (2023). 
  33. Y. K. Bok, "A study on the effect of servicescape and human service quality on perceived value and customer loyalty". Hoseo University of Graduate School, Master's dissertation, (2019). 
  34. H. S. Kong, J. H. Yoon, Y. K. Park, "The effect of human and physical service quality and perceived service value on business customer satisfaction in hotel business center", Korea Academic Society of Hotel Administration, Vol.15, No.2 pp. 83-104, (2006). 
  35. V. A. Zeithmal, "Consumer perceptions of price, quality and value: a means- end model and synthesis of evidence", Journal of Marketing, Vol.52, No.3 pp. 2-22, (1988).  https://doi.org/10.1177/002224298805200302
  36. S. C. Seol, J. H. Shin, "A study on the effect of interaction, trust, and perceived value on repurchase intention in internet shopping mall". Dong-A University of Graduate School, Doctoral dissertation, (2005). 
  37. J. T. Song, "Effect of service quality on customer satisfaction, repurchase intention, and word of mouth communication". Wonkwang University of Graduate School, Doctoral dissertation, (2004). 
  38. M. R. N. Kim, "A study on the effect of perceived visiting value on satisfaction, revisit intention, and recommendation intention". Kyung Hee University of Graduate School, Master's dissertation, (2009). 
  39. M. C. Gang, "The influence of the leadership style of a commercial sports center leader on customer satisfaction and purchasing behavior". Korea Sports University of Graduate School, Master's dissertation, (2007). 
  40. J. H. Lee, " The relationship between customer satisfaction on service quality of golf training facilities and repurchase behavior intentions by customer's types", Korean journal of physical education, Vol.42, No.1 pp. 443-451, (2003). 
  41. Y. S. Lim, "The effect of service quality on customer satisfaction and behavior intention of screen golf", Journal of the Korean Applied Science and Technology, Vol.37, No.4 pp. 936-943, (2020).  https://doi.org/10.12925/JKOCS.2020.37.4.936
  42. M. S. Shin, K. A. Oh, S. J. Park, "The relationship between educational service quality, customer satisfaction and repurchase intention of scuba diving", Journal of the Korean Applied Science and Technology, Vol.36, No.4 pp. 1327-1337, (2019).  https://doi.org/10.12925/JKOCS.2019.36.3.1327
  43. S. Lim, S. W. Cho, "A study on the golf course selection attributes, revisit and recommendation intention of chinese golfer by IPA", Journal of the Korean Applied Science and Technology, Vol.40, No.4 pp. 710-723, (2023).  https://doi.org/10.12925/JKOCS.2023.40.4.710
  44. C. M. Kim, Y. C. Jo, "The effect of the physical environment of a health club on the intention of revisiting and word of mouth", Journal of Sport and Leisure Studies, Vol.19, No.1 pp. 285-293, (2003).  https://doi.org/10.51979/KSSLS.2003.05.19.285
  45. H. J. Song, "The effect of bakery product selection attributes on satisfaction and recommendation intention according to special day marketing". Kyunggi University of Graduate School, Master's dissertation, (2017).