대학축제 서비스품질이 방문객의 만족도와 충성도에 미치는 영향 - 물리적 요소와 비물리적 요소를 중심으로 -

초록

University festivals are held annually, which plays a central role of university culture. Recently, university festival visitors experience commercialism and consumerism. University festival is composed of two categories; one is tangible factor about festival facilities and the other one is intangible factor about festival contents and services. This study divided university festival service quality into two dimensions: (1) tangible dimension and (2) intangible dimension. This study aimed to examine the effect of university festivals’ service quality on their visitors’ satisfaction and loyalty. Based on data analysis results, it was revealed that both tangible and intangible factors of service quality positively affect satisfaction and loyalty of festival visitors. Particularly, comparing two different factors of service quality, intangible factor has stronger impact than tangible factor had in the casual relationship with satisfaction and loyalty. Lastly, the result showed that satisfaction has strong positive effect on loyalty. Based on these findings, this study suggested theoretical and practical implications for the administrators of university festivals.

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