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pp.371-385
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.
