무용공연의 관람환경과 고객애호도의 상관성

Abstract

The purpose of this study was to find the Correlation between spectating environment and customer loyalty in public performance. The subject of this study was spectator who attended at public performance of dancing in Seoul. Using convenient sampling method, 1000 were asked respond the survey instrument. 904 data were finally used for this study. The result of the reliability check up was here below; accessibility α=.714, attraction α=.741, cleanness α=.666, spectating cost α=.638, spectating promotion α=.646, attitudinal loyalty α=.821, behavioral loyalty α=.789. Also validity check up through the confirmatory factor analysis using Amos 4.0 program. The statistical technique for data analysis were multiple correlation analysis, multiple regression analysis by SPSS/PC ver 11.0 program. The result of this study were as follows: First, spectating environment correlated with customer loyalty. Second, spectating environment influenced a positive effect on attitudinal loyalty. Especially, spectating promotion had more effect on attitudinal loyalty. Third, spectating environment influenced a positive effect on behavioral loyalty. Especially, attraction and spectating promotion had more effect on behavioral loyalty. In summarizing the result of this study, marketer should concentrate on attraction and spectating promotion among diverse spectating environment in managing the public performance of dancing. Therefor, attraction and spectating promoting of spectating environment important for customer loyalty increase.