합창공연 서비스품질 요인이 관객만족에 미치는 영향

Classic performances, which were recognized as high-end culture, are approaching people in various ways, such as classical festivals or orchestra performances with explanations. As a result, the number of performances steadily increased every year, and in 2022, it became the genre with the most performances since COVID-19. Choral performances are one of the genres of classical performances, and compared to other classical performances, they are not yet familiar to people and have not been activated. For the development of the choral performance field, it is very important to identify specific quality factors of choral performances perceived by the audience and to provide improved quality performance services to improve audience satisfaction and induce re-view or revisit. In this study, the sub-dimensional elements that make up each dimension were identified based on the 3D service quality measurement model proposed by Brady and Cronin, and the difference in the influence of these sub-dimensional elements on the quality perceived by the audience was identified. As a result of the study, the quality of choral performance service consists of a total of five sub-dimensions, including concert hall, auxiliary facilities, employee services, choral performance programs, and performer’s skills, respectively. In addition, three of these sub-quality dimensional factors were found to have a significant effect on audience satisfaction. This study is meaningful in that it conducted an empirical study on the audience, who can be called consumers, to identify the elements of service quality of choral performances. In addition, if a choral performance is planned, organized, or operated in the future, it will be able to provide improved audience satisfaction, and through this, it is expected to be used as basic data for preparing measures to revitalize choral performances.