This study examined effects of service quality, reliability, responsiveness, assurance, tangibles and empathy on customer satisfaction and customer loyalty by surveying users of Jangsu Horse Riding Experience Course at a time that an interest in horseback riding experience increases. Hypothesis was tested by conducting frequency analysis and regression analysis. It was found that for service quality and customer satisfaction of horse riding experience which is hypothesis 1, all dimensions except empathy were significant. It was revealed that hypothesis 2 which customer satisfaction will have a significant influence on customer loyalty is significant. It was found that hypothesis 3 which service quality will have an influence on customer loyalty is significant except assurance of service quality. Findings of this study suggest that empathy in customer satisfaction and assurance in customer satisfaction should be improved.

I. 서 론
 II. 승마체험의 이론적 검토
  1. 승마체험
  2. 서비스품질
  3. 고객만족
  4. 고객충성도
 III. 연구설계
  1. 연구모델과 가설설정
  2. 변수의 조작적 정의
  3. 자료수집과 분석방법
 IV. 분석결과
  1. 조사자의 특성
  2. 신뢰성과 타당성 분석
 V. 요약 및 결론
 References

• 정미선(장수군청) | Jeong Mi Sun
• 차지은(전북대학교 일반대학원) | Cha Ji Eun
• 장동헌(전북대학교 농업경제학과) | Jang Dong-Heon Corresponding author