서비스품질과 감성품질이 브랜드팬십에 미치는 영향 - 영유아 교육기관 학부모를 대상으로

초록

Purpose: The purpose of this study is to analyze whether service quality and sensibility quality have an effect on securing passionate fans of educational institutions as a management marketing strategy that can maximize parent satisfaction in order to secure a competitive advantage for infant and toddler educational institutions. Methods: In this study, a questionnaire survey was conducted on parents attending educational institutions for infants and toddlers, and hypotheses were verified through frequency analysis, reliability and validity correlation analysis using SPSS 22.0. Results: The results of this study are as follows. First, it was found that service quality has a significant effect on rapport formation. Second, among the sub-factors of emotional quality, stimulation and identity had a significant effect on rapport formation. Third, among the sub-factors of service quality, sensiblity and responsiveness had a significant effect on brand fanship. Fourth, among the sub-factors of sensibility quality, stimulation and identity had a significant effect on brand fanship. Fifth, rapport formation was found to have a significant effect on brand fanship. Conclusion: This study is meaningful as a service and sensibility quality study focused on educational institutions at the present time when research on service quality and sensiblity quality targeting early childhood educational institutions is insufficient. In addition, in terms of management of educational institutions for infants and young children, by paying attention to the formation of a careful and pleasant relationship with the fans of educational institutions, an empirical example of a theoretical research model was shown that strong attachment to educational institutions and positive participation lead to loyal fans.

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