지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 371 - 385 (15page)
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초록· 키워드
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This study aimed to classify attendants of a wine training institute according to loyalty for wine training service program and to deduce the core managing points in a wine training program by IPA (Importance-Performance Analysis). Self-administered questionnaires were collected from 192 trainees and statistical data analysis completed using SPSS ver. 18.0. As a result of clustering analysis based on trainee loyalty from both attitude and behavioral perspectives, four classification groups were identified: a "genuine" loyalty group, a "latent" loyalty group, a "mendacious" loyalty group, and a "low" loyalty group. For the genuine loyalty group, the importance of total service quality was 4.32 on average whereas the performance was measured as 4.22; thus there was little difference between importance to quality and performance. However, for the other three groups, especially the low loyalty group, there were significant wide gaps between importance to quality and performance. According to IPA, different service quality items were posted on the 'Focus here' quadrant (a domain with high service quality importance but low performance) by group, while the other three quadrants had several common items regardless of the group. Finally, the core quality managing points were different depending on the level of trainee loyalty. Therefore, it is necessary to plan and conduct a wine training program that reflects the characteristics and needs of its students, which will lead to a differentiated management strategy according to the level of loyalty.
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참고문헌 (17)
참고문헌 신청
Astin A / 1993 / What matters in college?, In Four critical years revisited / Jossey-bass publishers
Ban MS / 2012 / Attributes, satisfaction, and loyalty by education experience of wine consumers
Chon K / 1991 / Marketing your community: Image analysis in Norfolk / Cornell H.R.A. Quarterly 31(4):31~37
Green CG / 1993 / Using customer survey data to develop marketing strategies in college university foodservices / J. College and University Foodservice 1(1):39~51
Gremler DD / 1998 / Service Loyalty: Antecedents, components and outcomes / Paper presented at AMA Winter Theory Conference
Ban MS / 2012 / Attributes, satisfaction, and loyalty by education experience of wine consumers
Chon K / 1991 / Marketing your community: Image analysis in Norfolk / Cornell H.R.A. Quarterly 31(4):31~37
Green CG / 1993 / Using customer survey data to develop marketing strategies in college university foodservices / J. College and University Foodservice 1(1):39~51
Gremler DD / 1998 / Service Loyalty: Antecedents, components and outcomes / Paper presented at AMA Winter Theory Conference
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