祝祭Service品質에 대한 訪問客과 Service 提供者의 期待差異에 관한 硏究

A Study on Gap Between Visitors' Festival Service Expectation and Service Providers' Understanding for Visitors' Expectation: Focus on the 10th Icefish Festival

This study was conducted to investigate perceptions of local festival service quality, Service quality gap models, especially marketing understanding gap(gap model 1), are designed to extract more implications and explanations of differences between service providers and customers in the study result. In addition to gap model 1, this study also uses gap analysis as an appropriate approach for examining the evaluation of festival service. The main goals of this study are as follows ; 1) Is there a significant difference between visitors' expectation of Icefish festival service and providers' perception of visitors' expectation(gap 1)? 2) Is there a significant difference between providers' expectation of visitors' expectation according to SERVQUAL factors? 3) Is there a significant difference between visitors' festival service perception and providers' expectation? This study identifies gap 1(marketing understanding gap) as statistically sinificant. The gap size of each SERVQUAL factor is a little different, especially assurance, reliability and responsiveness. The gap model has been used in this study to assess customer satisfaction with the assumption that discrepancies may exist between customer expectations before and after the delivery of service.