융합정보논문지 (Journal of Convergence for Information Technology)

중소기업융합학회 (Convergence Society for SMB)
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자연치유 체험자의 만족도와 재이용의도

Satisfaction of Naturopathy Experience and Intention of Reuse

  • 김춘겸 (동방문화대학원대학교 자연치유학) ;
  • 김종두 (동방문화대학원대학교 자연치유학)
  • Kim, Choon-Gyum (Dept. of Naturopathy, Dongbang Culture University) ;
  • Kim, Jong-Du (Dept. of Naturopathy, Dongbang Culture University)
  • 투고 : 2019.07.16
  • 심사 : 2019.08.20
  • 발행 : 2019.08.28
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초록

본 논문에서는 자연치유 분야와 경영학의 서비스마케팅이 결합된 융합연구로 이를 통해 자연치유에 대한 보다 체계적인 연구를 할 수 있도록 기본적인 틀을 제시하려고 하였다. 본 연구는 자연치유 경험자 deviant 체험과 심미적 체험이 이용자의 만족도와 재이용 의도에 대하여 조사하였다. 전국의 20세부터 50대까지 일반적으로 자연치유라고 통용되는 범위를 제시하고, 이에 해당되는 체험자를 대상으로 설문조사를 수행하였다. 자료의 분석은 SPSS 21.0과 AMOS 21.0 프로그램을 이용하여 분석하였다. 연구결과 자연치유의 체험은 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 자연치유 체험의 질이 고객만족과 재이용의도에 미치는 효과를 검증한 결과, 고객만족에 크게 영향을 주고 고객만족이 재이용 의도에도 매우 높은 영향을 미치는 것으로 나타났다.

In this paper, we tried to present the basic framework so that we can conduct more systematic research on natural healing through fusion research, which combines the service marketing of natural healing field with the service marketing. This study investigated the user's satisfaction and intention to reuse natural and aesthetic experiences. People aged 20 to 50 across the country were given a range commonly known as "naturopathy," and the survey was conducted on those who experienced it. Analysis of data was performed using the SPSS 21.0 and AMOS 21.0 programs. Studies have shown that naturopathy experiences have a positive effect on customer satisfaction. After verifying the effect of the quality of naturopathy experience on customer satisfaction and reuse, it was found that customer satisfaction greatly affected customer satisfaction and customer satisfaction had a very high impact on the intention of reuse.

키워드

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Fig. 1. Research model

Table 1. Characteristics of survey subjects

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Table 2. Reliability and Validity Test Results

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Table 3. Hypothesis test result

JKOHBZ_2019_v9n8_254_t0003.png 이미지

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