Earticle

초록

영어

The purpose of this study is to provide practical implications to domestic casino companies by identifying the impact relationship between casino human service quality and customers’ behavior intention and, moderating effects of entertainment and safeness factors of casino on the relationship. To achieve the goal of the study, the literature reviews on ‘human service quality and customers’ behavior intention’, ‘entertainment and behavior intention’, and ‘safeness and behavior intention’ were performed, and empirical studies on the perceptions of the customers visiting ‘Kangwon Land Casino’ on physical circumstances and human service quality of the casino were conducted as well. The major findings of the study are summarized as follows: Firstly, the two factors of the research, human service quality and entertainment, had positive impacts on behavioral intention, while the factor, safeness, didn’t. Secondly, the moderating effect of the interaction of human service quality and safeness didn’t have significant impact on the relationship between human service quality and behavioral intention. However, the moderating effects of the two interactions of ‘human service quality and entertainment’ and ‘human service quality, entertainment and safeness’ had significant impacts on the relationship. Based upon these results and the discussed practical implications, marketing strategy plans for domestic casino companies were suggested.

목차

Abstract
I. 서론
II. 이론적 고찰
1. 인적 서비스 품질 및 행동의도
2. 오락성 및 행동의도
III. 연구방법
1. 조사대상 및 자료수집
2. 연구모형과 가설설정
3. 측정 도구 및 분석
4. 분석방법
IV. 실증분석
1. 측정도구의 신뢰성 및 타당성
2. 가설검증
V. 결론
참고문헌

키워드

저자

• 김규미 [ Kim, Kyu-Mee | 한양대학교 관광학 박사. ]
• 정광균 [ Chung, Kwang-Kyun | 한양대학교 관광학 박사. ]
• 곽대영 [ Kwak, Dae-Young | 남서울대학교 관광경영학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광진흥연구 [Journal of Tourism Enhancement]

• 간기

  계간

• pISSN

  2288-7156

• 수록기간

  2013~2024

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 338