스키리조트의 지각된 서비스품질, 서비스가치, 고객만족 및 고객애호도의 인과관계 (Empirical research on structural relationship among service quality, service value, customer satisfaction, and customer loyalty in ski resort)

The purpose of this study was to make a close inquiry into a causal relationship among service quality, service value, customer satisfaction and customer loyalty in Ski resort. To achieve this purpose of the study, after setting up customer of Ski resort in Kang-Won Do in February, 2008 as a population, total 550 persons with a convenience sampling method as an object and utilized 543 copies as the last study data. On the basis of the data 543 persons collected, as the result which enforced the frequency analysis, the exploratory factor analysis, the confirmatory factor analysis, correlation analysis and the structural equation model analysis with SPSS 12.0 and AMOS 4.0, it induced the following conclusion. First, it was appeared that the service quality of Ski resort had a significant influence on service value and customer satisfaction. Second, it was appeared that the service quality of Ski resort didn't have a significant influence on customer loyalty. Third, it was appeared that the service value of Ski resort had a significant influence on customer satisfaction. Forth, it was appeared that the service value of Ski resort didn't have a significant influence on customer loyalty. Fifth, it was appeared that the customer satisfaction of Ski resort had a significant influence on customer loyalty.

The purpose of this study was to make a close inquiry into a causal relationship among service quality, service value, customer satisfaction and customer loyalty in Ski resort. To achieve this purpose of the study, after setting up customer of Ski resort in Kang-Won Do in February, 2008 as a population, total 550 persons with a convenience sampling method as an object and utilized 543 copies as the last study data. On the basis of the data 543 persons collected, as the result which enforced the frequency analysis, the exploratory factor analysis, the confirmatory factor analysis, correlation analysis and the structural equation model analysis with SPSS 12.0 and AMOS 4.0, it induced the following conclusion. First, it was appeared that the service quality of Ski resort had a significant influence on service value and customer satisfaction. Second, it was appeared that the service quality of Ski resort didn't have a significant influence on customer loyalty. Third, it was appeared that the service value of Ski resort had a significant influence on customer satisfaction. Forth, it was appeared that the service value of Ski resort didn't have a significant influence on customer loyalty. Fifth, it was appeared that the customer satisfaction of Ski resort had a significant influence on customer loyalty.