승마 참여자가 지각하는 서비스품질과 이용만족 및 재방문의도의 구조적 관계 분석

This study aims to investigate how horse riders perceive structural relationship of service quality, user satisfaction, and revisitation. The subjects of this study were horse riding club members in J region who have participated for more than six months. A survey was taken using convenience sampling method together with three assistant researchers from May to July 2015. In total, 500 surveys were returned, out of 550 surveys, to be used in the final analysis. The collected data underwent one-way ANOVA, confirmatory factor analysis, Pearson"s correlation analysis, structural equation modeling (SEM) using SPSS WIN 18.0 and AMOS 18.0 program. The result obtained through this study method and procedure is as follows: First, there was a positive correlation among factors of service quality, user satisfaction, and revisitation. Second, accessibility, user convenience, safety, and communication had a significant direct positive effect on user satisfaction. Third, service quality had indirect positive effect on revisitation through user satisfaction.