철도관광 상품의 서비스 품질 제고방안
The Promotion Plan of Service Quality in Railroad Tourism Products
- 발행기관 강릉원주대학교 경영정책과학대학원
- 지도교수 김경숙
- 발행년도 2009
- 학위수여년월 2009. 8
- 학위명 석사
- 학과 및 전공 관광학과
- 원문페이지 102 p.
- 본문언어 한국어
초록/요약
The purpose of a railroad is to provide the services to transfer the customers to their destinations safely by using the trains. The railroad is a multi- transportation service made by complex diverse businesses, such as sales employees, drivers, maintenance workers, employees responsible for electricity and trains, and manager in the control tower. The management of railroad tour creates additional income by the multi-transportation service, while it is the time to make the efforts to change the problems caused by operations, the customers' low satisfaction rates, the development of new products, and the unpopularity of existing products. Meanwhile, customer satisfaction management has become the alternative to identify and fulfill the customer's needs. The needs for change corresponding to the rapid changes of environment have been emphasized as Korail has undergone the change from the National Railroad Administration to Korea Railroad Cooperation in 2005. In this situation, the product of railroad tour should be developed by the strategy that can maximize the customer's satisfaction for high service quality. Futhermore, Korail has launched the Railroad Service Quality system for improving the service quality and protecting the customer's right as KTX has launched in 2004 and Railroad Service Quality has conducted in 2006. The evaluation system is conducted every two year. By the law, the results is announced after the Railroad Operation Committee reviews. Therefore, this research is to find the methods to raise the service quality by developing the railroad tour because of the rapidly changing railroad service environment. The railroad service quality improvement method has been analyzed in details as follows: Based on the theoretical examination process in the preceding research, the practical analysis was conducted to identify the relationship between the railroad tour service and customer satisfaction. The survey using diverse methods was conducted on the Gangneung-Jinhae Cherry Blossom Railroad Tour (a tour product using railroad as a transportation), Jungdongjin Station (a tour product using the scenic view of facilities), and Gangneung-Samchuk Ocean Train (a tour using the scenic view) to understand the relationship. This data was limited to identify the affects of customer service in the railroad tour products by improving the service quality of the railroad. Based on this data, the effective strategy to continuously develop a railroad tour product was presented. The results of the analysis for this research is summarized as follows: First, the important factor for the railroad tour product showed a significant difference according to demographic attributes, such as the gender, age, educational background, monthly income, and customer's job. Second, another factor showed a significant difference according to the frequency of use, the purpose, the companion, duration, preferred season, price, publicity and preferred train by the customer. Third, the satisfaction of the railroad tour was different according to demographic attributes, such as gender, educational background, and customer's income. Fourth, the intention to use the railroad tour also showed significant difference according to gender, age, and educational background. Fifth, the customer satisfaction was a significant cause that effected the importance of the railroad tour product. The method to improve the railroad tour service has been presented as follows: First, the development of a railroad tour product is an important factor that effects the enhancement of customer service. Unlike the existing trains, the railroad tour product can provide additional service and adjust the price satisfaction compared with quality. According to the demand of the customer, continuously developing the railroad tour product is the most important factor that can improve the quality of service for enhancing the customer service. Second, in developing the railroad tour product, focusing on the publicity should be important. When Korail Gangwon branch introduced their Ocean Train project in 2007, it was publicized 170 times through the press, broadcast and the magazine (about 30 million won worth of publicity) for four months. It was unprecedented situation that the recognition of the customer was high prior to the product officially started. Consequently, the Ocean Train was sold out on a daily basis without any other publicity and was selected as the railroad tour product in 2007. The effort to uplift customer recognition has become not only a popular product but also improved customer satisfaction. Third, the distinct niche market should be improved in the railroad tour product. One of the successful cases in developing market is the development of the High One Sky Railroad product with the opening of the High One Sky Report, which targeted on the customers in their 20s. Also, the Ocean Train was developed in 2007 and created a proposal room, targeting the customers in their 20s. Moreover, by providing distinct services, this products has earned popularity among the customers in their 20s. This shows that the distinct niche market should be focused in developing a product. With the results, the researcher can learn that the distinct tour products to increase customer satisfaction should be developed according to the educational background, age, customer's income. Recently, the new railroad tour product developed by Haerang that focuses on the high class is pursuing the customer satisfaction with high educational background. This is not only to increase the customer satisfaction but also to enhance the service quality of railroad with a distinct product. Fourth, the satisfaction compared with price of the product should be focuses for service quality of railroad. With the survey on the service satisfaction before and after the service, the researcher can identify that the service has never exceeded their expectations. Also, the researcher should focus on the past situation of the Jungdongjin Railroad Tour. When it did not correspond to the satisfaction compared with price for the customers, their interest moved to the newly developed Jungsun Railbike and the Jungsun's Five Day Market Railroad Tour. The products developed in 2008 like the Starry Night Train and gained popularity when it exceeded the satisfaction compared with price for the customers. Fifth, when developing the railroad tour product, improving the cleanness and comfort is important. In the past, cleanness and comfort was not an important factor in the development of the product. However, it should be considered because of the comparison from the customers between the Ocean Train, Starry Night Train and the Wine Train. The researcher can understand that one of the mothods to improve the customer satisfaction is to consider the cleanness and comfort of the product. In addition, the contents of the Ocean Train remodeling are a useful information. When remodeling the interior of this train, the cleanness and comfort are increased to highest quality. Despite the prices increased by remodeling, the tickets are sold out on a daily basis. Therefore, the researcher can understand that it has corresponded to the needs of the customer. Sixth, in developing the railroad tour product, comfortable connection with other transportation is an important factor. The Jeju Railroad Tour developed the cooperation of Korail and Jeju island is a significant case that improved the comfort of the connections with other transportations. This product has the same effect of touring Jeju Island with the same price as the airplane by using the KTX that had the same speed as the airplane, stops at Mokpo Station where the customers transfer to the Queen Mary to go to Jeju Island. This product has not only the comfortable connection with other transportations but also the competitiveness to gain more customers every year. It should be considered as an important factor in developing new products. It is also a significant case that proved customer satisfaction can be improved by upgrading service quality. These six methods will not only increase Korail's customer service but also suggest a positive direction for the railroad tour. The time and space is limited to present all facts related to the railroad in this research. However, the methods to enhance customer satisfaction through service improvement, not only the tour products but also the basic products, such as passenger, cargo and the logistics should be improved to increase the competitiveness and development of the railroad. This research is to provide the methods to improve raidroad tour services through a practical analysis. It is providing diverse methods, though, there is a limit to generalize the results. First, the scope of the survey was limited to 1) tour products using railroad as a transportation, 2) tour products using scenic view of the railroad facility 3) tour products using scenic view. However, with the limitation of time and space, this research only analyzed the customers using the railroad tour product by the Gangwon branch in April in which it is difficult ton say that this research identified the overall importance and satisfaction of the customers. Second, this research has a limit in selecting the railroad tour products. For example, there are more than 100 types of tour products every season that operates more than 500 times a year with other regular operating products. Also, since there are so many products developed using to the flowers during spring, vacation season of summer, fall's maple leaves and the winter's snow, this research limited the selections but if more various products were included in the scope the results could have been more accurate. However, that is impossible, and a typical example had to be used. Third, the limit in time. Since the railroad tour products change all throughout the year, the importance an the expected satisfaction of the customers could differ. In spring, the expectations for flowers, fall's maple leaves and the snow in winter is high. Therefore, it would have been better to expand the scope to the whole year, rather than April when the expectation for flowers is high.
more목차
제1장 서론 = 1
제1절 연구의 배경과 목적 = 1
제2절 연구의 방법 및 범위 = 3
제2장 이론적 배경 = 6
제1절 철도관광 상품 = 6
1. 철도관광 상품의 개념적 정의 = 6
2. 철도관광 상품의 특성 = 11
3. 철도관광 상품의 구성요소 = 14
4. 철도관광 상품의 중요성 = 15
5. 철도관광 상품의 현황 = 17
제2절 서비스 품질 = 21
1. 서비스의 개념 = 21
2. 철도서비스의 개념 = 23
3. 서비스 품질의 접근법 = 25
4. 서비스 품질의 평가모형 = 27
5. 서비스 품질의 구성차원 = 28
6. 서비스품질과 고객만족의 관계 = 29
제3절 고객만족 = 30
1. 고객만족의 개념 = 30
2. 고객만족의 결정요인 = 32
3. 고객 니즈의 이해 = 35
4. 고객만족과 기업성과 간의 관계 = 36
5. 고객만족을 위한 경영자의 역할 = 37
제4절 선행연구 = 38
1. 철도관광 상품 개발에 관한 선행연구 = 38
2. 철도관광 상품의 속성 및 만족도에 관한 선행연구 = 39
3. 고객만족과 행동의도에 관한 선행연구 = 40
제3장 연구의 개념적 틀과 조사 설계 = 42
제1절 연구모형과 연구가설 = 42
1. 가설의 설정 = 43
제2절 조사 설계 = 45
1. 표본설계 = 45
2. 변수의 조작적 정의와 설문지의 구성 = 46
3. 자료수집 = 48
4. 가설의 분석체계 = 50
제4장 실증조사의 분석 = 51
제1절 응답자의 인구 통계적 특성 = 51
제2절 응답자의 이용 행동적 특성 = 52
제3절 철도관광 상품에 대한 지각 및 선호도 = 55
제4절 요인분석 = 57
1. 신뢰성 분석 = 57
2. 타당성 및 요인분석 = 57
제5절 인구 통계적 특성에 따른 철도관광 상품의 중요도에 대한 차이 분석 = 61
1. 성별에 따른 중요도 차이검증 = 61
2. 연령에 따른 중요도 차이검증 = 61
3. 학력에 따른 중요도 차이검증 = 62
4. 월 소득에 따른 중요도 차이검증 = 63
5. 직업에 따른 중요도 차이검증 = 63
제6절 행동적 특성에 따른 철도관광 상품 중요도 차이분석 = 66
1. 이용횟수에 따른 차이검증 = 66
2. 관광목적에 따른 차이검증 = 67
3. 동행여부에 따른 차이검증 = 67
4. 이용기간에 따른 차이검증 = 67
5. 선호계절에 따른 차이검증 = 68
6. 적정가격에 따른 차이검증 = 68
7. 홍보수단에 따른 차이검증 = 69
8. 선호열차에 따른 차이검증 = 69
제7절 인구 통계적 특성에 따른 철도관광 상품의 만족도에 대한 차이분석 = 75
1. 인구 통계적 특성에 따른 철도관광 상품 만족도에 대한 차이분석 = 75
2. 인구 통계적 특성에 따른 철도관광 상품 재이용의사에 대한 차이분석 = 77
제8절 철도관광 상품 중요도와 만족도와의 관계분석 = 79
1. 철도관광 상품 중요도와 만족도 간의 상관관계 = 79
2. 철도관광 상품 중요도와 철도승객 만족도에 관한 회귀분석 = 80
제5장 결 론 = 81
제1절 연구의 요약 및 시사점 = 81
제2절 연구의 한계 및 향후 연구방향 = 86
〈참 고 문 헌〉 = 87
설문지 = 93
ABSTRACT = 97
