대중음악 페스티벌 서비스품질 개선방안에 관한 연구: Kano 모델과 Timko의 고객만족계수를 중심으로

Popular music festivals offer audiences experiential value that extends beyond simple music appreciation. These events integrate various elements—such as performances, venues, program composition, and auxiliary services—that collectively influence audience satisfaction. To enhance the service experience, it is essential to identify the core components of service quality and explore ways to improve them. This study aims to identify key quality factors in popular music festival services. It applies the Kano Model and Timko’s Customer Satisfaction Coefficient to classify service attributes. Additionally, the PCSI Index (Potential Customer Satisfaction Improvement Index) is used to assess current satisfaction levels and determine priorities for quality improvement. The findings indicate that ticket prices, auxiliary facilities (e.g., restrooms, resting areas, parking lots), staff professionalism, adequate personnel allocation, and the ticket reservation system are the most urgent areas requiring improvement. By identifying service quality components and proposing targeted enhancement strategies, this study provides both theoretical insight and practical guidance for the sustainable development of popular music festivals.