네이밍라이츠 스폰서쉽과 소비자의 공연장 서비스품질 기대

초록

This study analyzes the effect of naming-rights sponsorship on consumer expectation on service quality in performing arts theaters. To see the difference in the expectation on service quality, collage/graduate students were divided into two groups and were given different questionnaires regarding hypothetical performing arts theater. Here, a type of questionnaires shows name of a firm in the title of the imaginary theater so one can easily notice that it has a naming-rights sponsorship and the other type does not. In addition, we analyze the interaction toward the expectation between naming-rights sponsorship and frequency of respondents’ visit to watch perform arts products such as musicals, music concerts, theater performances, and etc. The results show that respondents’ expectation on service quality in the imaginary performing arts theater becomes higher when we show them the name of the sponsor company in the title of the theater. Moreover, we found a significant difference in the expectation on the service quality according to the level of frequency of visit. The difference was found in the sum of all terms measuring service quality, performance facilities, subsidiary facilities, and attractiveness of performing arts theater. Lastly, when we measure the expectation on service quality with distinct two samples that were differentiated depending upon the level of frequency of visit, there were significant differences in the expectation in terms of performance facilities, subsidiary facilities, convenience of the theater, and the sum of all terms for service quality factors in the case that exposes the name of sponsor company. On the other hand, there was no significant difference in any term in the case that does not show the name of sponsor company.

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