문화예술회관의 브랜드가 지역민의 만족과 애착에 미치는 영향

Abstract

This study attempted to present practical implications from the customer's view in establishing the future direction and operation plan of the culture and arts center(Hereinafter ‘Center’) by analyzing the effect of the brand equity of the Center on the satisfaction and community attachment of local residents. A survey was conducted on Seongnam citizens who had visited the Center. As a result, first, we found that the brand equity of the center had a positive effect on the satisfaction of the residents and their community attachment. Looking at each sub-factor of brand equity, quality, mage, and recognition were affected in order, the satisfaction of local residents with the Center also had a positive effect on community attachment. And it was found that the satisfaction of local residents with the Center mediated the relationship between the brand equity of the Center and the community attachment of residents. Lastly, there was no significant difference depending on gender, but the longer the period of residence in Seongnam-si, the higher the customer satisfaction, and the higher the overall community attachment.