지각된 가치가 방문객 만족, 재방문의도 및 추천의사에 미치는 영향: 강원랜드 카지노방문객을 중심으로

The purpose of this study was to investigate the effect of perceived values on customer satisfaction, revisit intention, and recommendation using a structural equation model. To this end, an on-site survey was conducted to visitors to Kangwon Land Casino from October 7 to 26 in 2006. 430 usable questionnaires were collected from the survey and the data were analyzed using LISREL 8.7. The results of the study indicate that the perceived values were categorized into five underlying factors including acquisition, monetary, emotional, social, and transactional values. The results of structural equation modelling approach show that three factors of social, monetary, and emotional values perceived by visitors to Kangwon Land casino were found to have a significant effect on visitors' satisfaction. The findings imply that social, monetary, and emotional values are important variables predicting satisfaction for casino visitors. However, two factors of aquisition and transactional values did not appear to be related to satisfaction. Furthermore, visitors' satisfaction was found to influence on revisit intention and recommendation. The findings imply that generally perceived values are a key factor to evaluate casino services since the value has significant effect on customer satisfaction and revisit intention.