애니메이션박물관의 고객만족을 위한 마케팅전략

• 영문명: A study on marketing strategy of the Animation Museum
• 발행기관: 한국예술경영학회
• 저자명: 박상규(Park Sangkyu)
• 간행물 정보: 『예술경영연구』제5집, 83~101쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.06.30

영문 초록

There is a growing concern about the performance of Animation Museum and the ways to increase its productivity. As a way of improving competitiveness of non-profit organization, researchers have been increasingly interested in the customer behavior. Service quality enhances not only organization performance by increasing service loyalty but also happiness by improving quality of life. The research model was developed based on the existing literature. The factors influencing the customer satisfaction of museum consist of two factors: perceived service quality and 7P Mix. I find that critical decision factors of perceived service quality and 7P Mix are related to customers’ satisfaction and repurchasing intention/mouth of word communication and plays a key role In affecting museum performance. I suggest some guidelines that can be improved museum service quality and 7P Mix to improve customer’s satisfaction and customer’s repurchase/mouth of word communication.

목차

Ⅰ. 서론

Ⅱ. 박물관 마케팅의 중요성

Ⅲ. 관람객의 기대관리

Ⅳ. 관람객의 품질지각 관리

Ⅴ. 결론

참고문헌

Abstract

키워드

관람객 기대 고객만족 재구매 의도 지각된 서비스품질 visitor expectation customer satisfaction repurchasing intention perceived service quality