In this study, complaints from visitors in the science museum satisfaction survey were categorized into four primary factors and ten sub-factors. This categorization aimed to provide recommendations for enhancing the Geochang Wolseong Space Creative Science Museum as an illustrative case study. Futhermore, the study examimed the relative importance of each factor by surveying 90 science museum visitors. The following results are obtained. Firstly, it was evident that the Geochang Wolseong Space Creative Science Museum requires urgent improvement. Certainly, in the primary factors, issues related to the utilization environment emerged as the most significant sources of dissatisfaction, while in the sub-factors, the adequacy of fees was identified as the most prominent concern. Secondly, through the result of the IPA (Importance-Performance Analysis) of the complaint factors, four primary issues were identified as top priorities for consideration: fare adequacy, lack of convenient facilities, in sufficient publicity, and a lack of distinctiveness compared to similar facilities. Lastly, when analyzing the relationship between complaints and overall satisfaction, factors related to human service, environment, and educational content had negative effects. In contrast, factors associated with science museum operation exhibited a different trend, suggestinga structural impact relationship with the overall impact of complaints.

1. 서론
2. 이론적 배경
    2.1. 고객만족 연구에서 AHP 활용 연구
    2.2. 국내 전시시설 및 과학관 고객만족도 측정에 관한연구
3. 연구방법
    3.1. 연구대상
    3.2. 설문지 구성
    3.3. 분석자료
    3.4. 연구진행 절차
5. 연구결과
    5.1. AHP 평가 결과
    5.2. IPA 분석 개선요인 분석
    5.3. 불만 요인과 전반적 만족 및 충성도와의 관계 분석
6. 결론
ACKNOWLEDGMENT
REFERENCES

• 정한호(충북대학교 천문우주학과) | HAN-HO JEONG (Chungbuk National University, Cheongju 28644, Korea)
• 김용기(충북대학교 천문우주학과) | YONGGI KIM (Chungbuk National University, Cheongju 28644, Korea) Corresponding Author