온라인 스트리밍 뮤지컬 공연의 서비스품질 요인 IPA 분석

Abstract

This study is an analysis of audience’s importance and satisfaction on the service quality factors of streamed online musical performance. Service quality factors of online performance are defined as content characteristics, video quality, information and reliability in outcome quality; usability, convenience and technology in physical environment quality; interaction and responsiveness in interaction quality; and price in quality for the price. Importance-Performance Analysis(IPA) is used to identify perception on the service quality factors. In the result, first, most online performance viewers have watched live musical performances offline and watch more and spend more on offline musical performances. Second, the analysis on the difference between importance and satisfaction of service quality factors showed that the importance is greater than satisfaction in technology the most and the interaction was the only quality factor with higher satisfaction over the importance. Third, in the IPA matrix result, content characteristics, video quality, reliability, usability and convenience were included in the ‘Keep the good work’, technology and price were in the ‘Concentrate here’, information, interaction and responsiveness were in the ‘Low priority’. The result suggests that online performance viewers recognize price for quality, physical environment quality and outcome quality as core service quality, while interaction quality as supplementary quality. The findings of this study could provide basic data for setting the direction of development and strategic management of online performances.