This study aimed to classify attendants of a wine training institute according to loyalty for wine training service program and to deduce the core managing points in a wine training program by IPA (Importance-Performance Analysis). Self-administered questionnaires were collected from 192 trainees and statistical data analysis completed using SPSS ver. 18.0. As a result of clustering analysis based on trainee loyalty from both attitude and behavioral perspectives, four classification groups were identified: a "genuine" loyalty group, a "latent" loyalty group, a "mendacious" loyalty group, and a "low" loyalty group. For the genuine loyalty group, the importance of total service quality was 4.32 on average whereas the performance was measured as 4.22; thus there was little difference between importance to quality and performance. However, for the other three groups, especially the low loyalty group, there were significant wide gaps between importance to quality and performance. According to IPA, different service quality items were posted on the 'Focus here' quadrant (a domain with high service quality importance but low performance) by group, while the other three quadrants had several common items regardless of the group. Finally, the core quality managing points were different depending on the level of trainee loyalty. Therefore, it is necessary to plan and conduct a wine training program that reflects the characteristics and needs of its students, which will lead to a differentiated management strategy according to the level of loyalty.

The purpose of this study was to understand the effect of loyalty program in family and fastfood restaurant on relationship quality (trust, commitment) and revisit intention. Based on total 394 samples obtained from empirical research, this study reviewed the reliability and fitness of a research model using the Amos program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). The proposed model provided an adequate fit to the data, χ2 102.338 (df 48), GFI .959, RMR .049, NFI .970, CFI .984 SEM resulted that loyalty progam (β= .429, t=7.880, p〈 .001) showed a positive significant effect on trust, and that loyalty program (β= .455, t=9.532, p〈 .001) had a positive significant effect on commitment. Also, both trust (β= .450, t=6.595, p〈 .001) and commitment (β= .474, t=5.117, p〈 .001) had a positive significant effect on revisit intention. In addition, there were moderating effects related to restaurant type (family and fastfood restaurant) in terms of causal relationships between loyalty program, relationship quality and revisit intention. Limitations and future research directions are also discussed.

The purpose of this study was to analyze the effects of quality factors on value, satisfaction and loyalty in a wine training program. The results of this study can be summarized as follows: Structural verification of the wine training program loyalty model showed that the quality of the wine training program positively affected both value (p<0.001) and satisfaction (p<0.001). Further, the value of the wine training program positively affected satisfaction (p<0.01), which in turn positively influenced loyalty (p<0.001). The quality of the wine training program was presented as solicitude for students, textbook and curriculum, qualification and confidence of lecturer and staff, and training quality, whereas the value of the program was composed of sense of belonging, promotion of self-esteem, good impression on others, and improvement of social status. Therefore, the wine training institute's intensive management of the quality and value of the program could induce students' loyalty by enhancing satisfaction for the wine training program.

본 연구는 오디션 리얼리티 프로그램의 충성도와 충성도를 결정하는 요인들을 살 펴보기 위한 것이다. 본 연구의 주요 연구 결과는 다음과 같다. 첫째, 슈퍼스타 K 충성도를 살펴본 결과, 5점 만점에 3.7의 충성도를 기록한 것으로 나타났다. 이는 슈퍼스타 K라는 개별 방송 프로그램에 대한 계속적인 시청의도가 반영된 것으로 이해할 수 있다. 둘째, 인구사회학적 속성별로 충성도를 살펴보았다. 성별로는 충 성도 값 차이가 나타나지 않았지만 연령 및 학력별로는 충성도 점수가 유의미한 차이를 나타냈다. 연령별로는 10대의 충성도가 가장 높게 나타났으며 다음으로 30 대, 10대 이상, 20대 등의 순으로 나타났다. 학력별로는 중졸 이하의 충성도가 가 장 높았던 반면 다음으로 대졸, 고졸, 대학원 이상 등의 순으로 나타났다. 이와 같 은 결과는 슈퍼스타 K가 가장 소구하는 핵심 시청 계층이 10대 학생이라는 것을 나타낸다. 셋째, 충성도 결정 요인을 살펴보면, 우선 오락 및 정보추구 동기는 정 적으로 영향을 끼치는 반면 휴식추구 동기는 부적으로 영향력을 끼치는 것으로 나타났다. 사회적 영향력 측면에서 소속 집단과의 동질성 중시 정도는 충성도에 유의미한 영향을 끼치는 것으로 나타났다. 이외에도 케이블TV 이용량 및 인터넷 이용량이나 학력 요인은 충성도에 정적인 영향을 끼치는 것으로 나타났다. 베타값 을 기준으로 살펴보면, 슈퍼스타 K 충성도는 케이블TV 이용량 및 오락 추구 동기 가 가장 중요한 역할을 담당하는 것으로 나타났다.