당구장의 서비스품질과 서비스가치, 재방문의도의 관계분석 : 지각된 즐거움의 매개효과

Abstract

The purpose of this study is first to analyze the service quality of billiard room and its relationship with the service value and the degree of revisit intention, and second to look at the moderating effect of perceived enjoyment, as a result providing useful basic data for attracting new users and maintaining existing users. The results are as follows. First, the analysis of the relationship between the service quality and the service value indicated that the service quality has a positive effect on the service value(H1 adopted). Second, the statistical verification of the relationship between the service quality and perceived enjoyment has shown that the service quality has an effect on perceived enjoyment(H2 adopted). Third, the statistical verification of the service quality and its relationship with the degree of revisit intention indicated that the service quality did not have a positive effect on the degree of revisit intention(H3 rejected). Fourth, the statistical verification of the moderating effect of perceived enjoyment and its relation to the service quality and service value has shown no moderating effect on service value(H4 rejected). Fifth, the statistical verification of the moderating effect of perceived enjoyment and its relation to the service quality and the degree of revisit intention has shown that moderating effect exists on the degree of revisit intention(H5 adopted). Sixth, the statistical verification of the relationship between the service value and the degree of revisit intention has shown that the service value has a positive effect on the degree of revisit intention (H6 adopted). Overall, the service quality(modernization of facilities, proper cost, friendly service of employees, and accessibility) should improve the service value and the perceived enjoyment(various events, offering desired services, differentiated programs). These requirements will strengthen competitiveness by creating a virtuous circle that will induce repeated visit.