보컬 강습에서의 서비스품질이 재수강의도 및 구전의도에 미치는 영향: 호혜성의 매개효과를 중심으로

초록

Due to the rising Korean wave, the social demand for learning applied music is increasing and, the majority of people demanding applied music lessons want vocal training. In service area where there is a high interaction between service providers and users, such as vocal training, the relationship aspects are important, and service quality is particularly important among the factors that enhance the relationship factors. However, discussion of educational service quality in the area of culture and art have been conducted at the level of simply verifying the composition and measurement of service quality, and educational effect. Therefore, this study aimed to provide a description of the psychological process between service quality and behavior intentions in vocal training service and to confirm the mediating effect of reciprocity. In order to achieve the research objective, a survey was conducted for users of vocal training service, and 179 data were used for analysis. As a result of analysis, only the empathy and assurance among the service quality of the vocal training were found to have a positive effect on the reciprocity, and the reliability, tangibility, and responsiveness did not affect. It was shown that reciprocity had a positive effect on word of mouth intention and repurchase intention. Finally, it was confirmed that reciprocity mediates the effect of empathy and assurance on behavioral intentions.

키워드