Pyeongtaek International Exchange Center Resident Satisfaction Survey Results (Summary)

Survey Period : 2012. 1. 14 ~ 31

Survey Target : Users of the Pyeongtaek International Exchange Center and Songtan International Exchange Center

1. User and Operational Status

○ The primary user demographic is women, housewives aged 30 and above, with a household income in the 2 million KRW range, and a high school education or higher.

○ The majority of users are residents from areas near the center's location.

○ The frequency of center usage is generally once or twice a week.

○ Regarding information acquisition channels, 68.2% of Pyeongtaek Center users and 69.6% of Songtan Center users reported obtaining information from people around them, indicating that center promotion is still weak.

○ Program usage patterns differ by center. Pyeongtaek Center users primarily engage in hobbies and language courses, while Songtan Center users have a higher proportion of language courses and volunteer activities. Hobby activities are considered most beneficial at Pyeongtaek Center, and language courses at Songtan Center.

2. International Exchange Center User Satisfaction

○ The overall User Satisfaction Index (USI) is 73.7 points, with Pyeongtaek Center's USI at 71.6 points and Songtan Center's USI at 76.1 points. Considering that the centers have recently opened, these results are generally evaluated positively.

○ By evaluation element, the overall service satisfaction score is 69.4 points, service quality satisfaction is 75.8 points, and willingness to revisit and recommend to others is 78.2 points.

○ Overall, user satisfaction is slightly higher at Songtan Center than at Pyeongtaek Center. However, due to differences in the respondent groups and operating programs, this should not be interpreted as a superiority of service between the centers. It should only be understood as a difference in the satisfaction level of the user groups at a specific point in time.

3. Satisfaction Evaluation of Service Quality

○ Based on the "satisfaction" score (75 points), the satisfaction levels for each item were organized to review strengths and weaknesses.

○ In terms of responsiveness, users are generally satisfied with responses to program-related inquiries, but satisfaction is somewhat lower regarding waiting times.

○ In terms of assurance, satisfaction with staff friendliness is high, but satisfaction with expertise and program expectations is relatively low.

○ In terms of tangibles, satisfaction with facilities is high, but satisfaction with accessibility, such as transportation and guidance, and convenience facilities is low.

○ In terms of empathy, overall satisfaction with social relational aspects, such as consideration, attention, and empathy towards users, is low.

○ In terms of reliability, users generally show high satisfaction with the accuracy of adhering to the schedule and times for center and program operations, and staff friendliness.

4. Role, Function, and Improvement Measures of the Center

○ In terms of the internationalization function of the International Exchange Center, foreign language education is considered most important. 43.4% of Pyeongtaek Center users and 45.5% of Songtan Center users support this. Multicultural understanding education and global mindset education also account for over 20%, establishing the center's position in an international context.

○ For Pyeongtaek citizens, there is an expectation for the center to provide cultural exchange and foreign language education functions. The order of expectation is strengthening cultural exchange (Pyeongtaek Center 55.4%, Songtan Center 51.0%), followed by multicultural understanding and strengthening educational competitiveness.

○ Regarding improvements to the center's role and functions, the most frequent request is for improved transportation convenience to enhance accessibility. Specific suggestions include the introduction of new bus routes or the operation of shuttle buses.

○ In the area of programs, users request the establishment or expansion of diverse arts, sports, and hobby activities at Pyeongtaek Center, and foreign language education at Songtan Center.

○ Therefore, it is necessary to actively seek ways to enhance the physical accessibility of the centers in the future and to carefully review and operate based on diverse user demands for programs. In this regard, a differentiated strategy from other social and cultural institutions performing similar functions is required. The needs of both domestic and foreign users should be identified to better align with the status of an international exchange center.

○ Furthermore, strengthening active promotion is necessary. Pyeongtaek Center is predominantly used by residents of Pyeongtaek-eup, and Songtan Center by residents of Shinjang-dong and Jungang-dong and surrounding areas. This implies that to vitalize the operation of the International Exchange Center, emphasis must be placed on promotion along with enhancing accessibility.

5. Implications

○ The implications for the operation of the International Exchange Center, based on the analysis results, are as follows:

Establishing the 'Identity' of the International Exchange Center

○ First, it is necessary to establish an identity befitting the role and status of the International Exchange Center. A decision must be made whether it is an international exchange institution, a local cultural center, or to maintain a balance between the two.

Developing Unique Characteristics for Each Center

○ Second, unique characteristics should be developed for Pyeongtaek Center and Songtan Center, respectively. It is desirable to develop uniqueness and diversity rather than competition or redundant investment in the same function within a single jurisdiction.

Strategic Approach to Service Quality Improvement

○ Third, a strategic approach is needed for service quality improvement. Empathy improvement should be prioritized, followed by an emphasis on enhancing tangibles, to gradually improve service quality.

Partnership between Pyeongtaek City and the Operating Agency

○ Fourth, the advantages of private consignment should be maximized through the formation of a partnership between Pyeongtaek City and the consignment operating agency. Interest and effort are required to achieve synergy between private expertise and the city's policy support.

Community Participation and Network

○ Finally, promotion should be strengthened to enhance community participation. It is necessary to seek connections between local residents, US military personnel and their families, multicultural families, and related organizations through the center as a medium.