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
- 2012.1
- 수록면
- 201 - 218 (18page)
이용수
초록· 키워드
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This study aims to understand how Chinese gamblers perceived a casino service quality in Korea, and to establish appropriate marketing strategies using a Revised IPA. In order to achieve this purpose, a survey was conducted to 334 people of Chinese gamblers who played casino gambling at foreign visitors’ casino in Seoul, Busan, and Jeju.
21 casino service attributes were divided into 3 factors: ‘Facilities and gambling environment’, ‘Service Process’, ‘Service Contents and its quality’. Based on the performance and overall service quality in responding to our questionnaires, relative importance of each attributes was derived from statistical methods suggested by Deng(2007) and Deng et al.(2008). As a result, ‘Facilities and gambling environment’ is the most important factor, followed by ‘Service Process’ and ‘Service Contents and its quality’.
A revised IP Matrix was draw by relative importance and performance of each service attributes. According to the matrix, four strategies were established as follows. 1) Improving Food and Beverage Service. 2) Holding diverse Event. 3) Improving convenience for gambling and visiting process. 4) Operating service and language training programs for employees. Throughout these entire marketing plans, the study suggested several practical implications in the articles.
21 casino service attributes were divided into 3 factors: ‘Facilities and gambling environment’, ‘Service Process’, ‘Service Contents and its quality’. Based on the performance and overall service quality in responding to our questionnaires, relative importance of each attributes was derived from statistical methods suggested by Deng(2007) and Deng et al.(2008). As a result, ‘Facilities and gambling environment’ is the most important factor, followed by ‘Service Process’ and ‘Service Contents and its quality’.
A revised IP Matrix was draw by relative importance and performance of each service attributes. According to the matrix, four strategies were established as follows. 1) Improving Food and Beverage Service. 2) Holding diverse Event. 3) Improving convenience for gambling and visiting process. 4) Operating service and language training programs for employees. Throughout these entire marketing plans, the study suggested several practical implications in the articles.
목차
Abstract
I. 서론
II. 이론적 배경
III. 연구방법
IV. 분석 결과
V. 결론 및 시사점
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UCI(KEPA) : I410-ECN-0101-2013-326-001260675