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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제11호
발행연도
2015.1
수록면
79 - 92 (14page)

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Purpose – The aim of this study is to develop an empirical model of the effects of traditional market service quality factors on customer value, relationship quality, and behavior. The specific objectives of the study are as follows: 1) to classify study objects into cultural tourism markets and non-cultural tourism markets as well as to verify the differences in service quality among the two markets and, 2) to present practical service marketing methods that fit with the characteristics of the traditional markets by amending the five quality evaluation items of SERVQUAL (a multiple-item scale for measuring service quality) to suit the characteristics of the traditional markets and establish the relationship among customer value, relationship quality, and behavior intention. Research design, data, and methodology – The study methods of empirical investigation are as follows. First, this study selected for a study object the Suwon Paldalmun Gate Market to represent the cultural tourism market, and general traditional markets to represent the non-cultural tourism market. This study also conducted personal interviews in order to increase the response rate and collected a total of 418 responses between March 18, 2014 and April 05, 2014. The total of 418 responses used for this study excluded 14 responses that had either misleading information or missing values. Results – This study verified the perceived differences of service quality based on traditional market specialization through an independent sample t-test. It appeared that the perceived service quality of the cultural tourism market was generally higher than that of the non-cultural tourism market.This study executed a path analysis in order to examine the effects of service quality factors on customer value, relationship quality, and behavior intention. This study also comprehensively analyzed the specialized market and non-specialized market separately. Although there were some differences among the results, the overall results were uniform. It appeared that convenience, reliability, and empathy, among the service quality factors, exerted meaningful effects on customer value. On the other hand, convenience, reliability, responsiveness, and empathy, excluding the tangibles, exerted meaningful effects on the relationship quality. In addition, it appeared that all service quality factors exerted meaningful effects on the customer value, relationship quality, and behavior intention. Therefore, the study verified that all of the hypotheses formulated in the study were generally adopted. Conclusions – The implication of this study may be classified into academic and practical implication as follows. With respect to the academic implication, it seems that this study is among the early studies to verify the differences between the cultural tourism market and the non-cultural tourism market. The practical implication of this study is that the perceived service quality, such as convenience, reliability, responsiveness, and tangibles, excluding empathy, was higher in the cultural tourism market than in the non-cultural tourism market. This means that customer satisfaction is enhanced by governmental aid such as hardware, software, and information and communications technology.
#Traditional Market #Service Quality #Customer Value #Relationship Quality #Behavioral Intention

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참고문헌 (27)

참고문헌 신청
Anderson, J. C. / 1984 / A Model of the Distributor’s Perspective of Distributor-Manufacturer Working Relationships / Journal of Marketing 48 (4) : 62 ~ 74 google schola Bauer, H. J. / 2002 / Building Customer Relations Over the Internet / Industrial Marketing Management 31 (2) : 155 ~ 163 google schola Bendall, D. L. / 2004 / The Impact of Structure and process Attributes on Satisfaction and Behaviral Intention / Journal of Service Marketing 18 (2) : 114 ~ 121 google schola Bolton, R. N. / 1991 / A Multistage Model of Customers' Assessments of Service Quality and Value / Journal of Consumer Research 17 (3) : 375 ~ 384 google schola Boulding, W. / 1993 / A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions / Journal of Marketing Research 30 (1) : 7 ~ 27 google schola

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