02127nas a2200145 4500000000100000008004100001100001500042700001700057700001100074245013300085300001100218490000700229520173100236022001401967 2020 d1 aHyeog Kwon1 aLee Jinhyung1 aJi Lee00aA Study on Improvement of Korean Music Performance :Using Kano-Timko Model and Potential Customer Satisfaction Improvement Index a95-1320 v543 aMany Korean traditional music such as Jongmyo Jeryeak and Pansori are listed as UNESCO World Intangible Cultural Heritage and are recognized for their value. However, compared to other genres, Korean traditional music shows various problems such as low proportion of paying audiences and bias of audience age. Previous studies in the performing arts point out that in order to solve these problems, it is necessary to analyze consumers. Existing previous studies on the Korean traditional music performance remained mainly to grasp the influence of performance quality of service on viewing satisfaction at the one-dimensional level. However, in order to meet consumer expectations, not only the satisfaction factor but also the reasons why performing art consumers do not consume performances. In addition, it is important to identify the factors that can cause service failure before the performance, to prepare countermeasures and to manage them continuously.In this study, the Kano-Timko model was used to classify the quality factors of Korean traditional music performances, and to identify the priority points of service failures of Korean traditional music performances through the potential customer satisfaction index. Through the results of this study, Korean traditional performing organizations and organizations will be able to prepare proactive countermeasures for service failures occurring in Korean traditional music performances and establish effective operational strategies to derive customer satisfaction. In addition, it is important to apply the concept of service failure in order to classify the performance quality of service that was identified only in a one-dimensional manner based on Kano model. a1598-3870