마리나 서비스품질 평가모델 개발에 관한 연구

Abstract

In Korea, policy interests in marine leisure sports are becoming considerably higher than them in the past, and investments in marine leisure sports industry are also increasing to cultivate such sub industries as marine leisure equipment, marina and etc. Therefore, coastal cities are actively competing to secure marina infrastructures to cultivate marine leisure industry. However, until now, their focus is just on securing standardized simple infrastructures, and few marina management and operation manuals have never been developed even if they are deemed to be a key element of marina competitiveness. In particular, public marina operation remains only at the level of simply managing facilities in the situation where there are no structured management guidelines that can satisfy users. Also, in selecting private management companies due to expansion of public marina facilities, it is hard to secure objectivity because of haphazard simple evaluation without evaluation factors considering users' perspectives. Therefore, it is the time not only to build key infrastructures of marina but also to manage them efficiently in order to meet increasing demand for marine leisures. Thus, the purpose of this study is to establish marina service systematically by developing criteria reflecting the unique characteristics of service quality from a perspective of marina users.

This study measured service quality by using SERVPERF method presented by Cronin & Taylor(1992) and derived measuring items by reviewing related literature and using Internet data etc. Then, proposed service quality dimensions and items were verified by examining reliability and validity after conducting a survey with a total of usable 295 marina users. Accordingly, 5 dimensions were derived as service quality criteria, and 20 measuring items were presented. In addition, it was hypothesized that service quality factors will affect behavioral intention, satisfaction and service value of marina users. To verify such causal relationships, Structural Equation Model using AMOS 4.0 was applied and the empirical analyses showed following findings.

First, it was identified that marina service quality is composed of physical facilities, support service, employee attitude, activity program, and safety. Second, marina service quality showed significant effects on service value and satisfaction. Also, service value had significant effects on user satisfaction revisit and recommendation intention. It was also found that user satisfaction significantly affects behavioral intention. Third, marina service quality did not significantly affect behavioral intention including revisit and recommendation intention.

To find out a policy priority, IPA(Importance - Performance Analysis) was conducted by analyzing importance and performance(or satisfaction) of verified marina service quality measuring scales. Finally all of the items have been loaded in 4 quadrants.

In the 1st quadrant where both importance and performance are high, such items were positioned as mooring facilities, professionalism of employees, responsibility of employees, kindness of employees, sea route sign facilities, port entry&#8228

sailing management system, crime prevention system, and placement of on-site security personnel etc.

In the 2nd quadrant where a level of importance is high but a level of performance is low, items such as yacht repair shop, yacht checkroom, up and down temporary facilities, fueling & water supply facilities etc. were identified and they are to have more intensive efforts for better marina service.

In the 3rd quadrant where both importance and performance are low, such items were included as bathroom/shower facilities, commercial facilities, accommodations, use information provision, communication support (Internet, FAX) etc.

In the 4th quadrant where low importance but high performance exist, such items were positioned as event attraction(boat show, yacht match), residents leisure function, yacht school(yacht workshop) etc., and therefore, it was recommended to put invested efforts into other evaluating attributes.

However, regarding importance dimensions, most items except for some items were scored more than 4 points at a 5 points Likert scale and this means that users recognize most of service quality items as important. In addition, accommodations and commercial facilities showed the lowest points of 3.57 and 3.77, respectively, but their scores were still exceeding the average(3 points). The problem was that all items had lower levels of satisfaction, approximately around 2 points at the scale, showing dissatisfaction.

In conclusion, it was identified that most of marina service quality items had high levels of importance but low levels of performance, in other words satisfaction and thus it is recommended that most of service quality items that have been identified in this study as a service quality model for marina are to be considered for providing better marina service in Korea.