벤처창업연구 (Asia-Pacific Journal of Business Venturing and Entrepreneurship)

  • 제17권2호
  • /
  • Pages.179-193
  • /
  • 2022
  • /
  • 1975-7557(pISSN)
  • /
  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
권호 표지

농촌관광의 관계마케팅 활동요인과 충성도 간의 관계에서 고객지각가치의 매개효과에 관한 연구

A Study on the Mediating Effect of Perceived Customer Value onthe Relationship Between Relationship Marketing Factors and Loyalty on Rural Tourism

  • Lee, Joo-Heon (Division of Business Administration, Yonsei University) ;
  • Hwang, Tae Hee (Graduate School of Government & Business, Yonsei University)
  • 투고 : 2022.01.09
  • 심사 : 2022.04.27
  • 발행 : 2022.04.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 농촌관광의 관계마케팅 활동요인들에 대해서 살펴보고 관계마케팅 활동요인들과 충성도 간의 관계에서 고객지각가치의 매개효과를 살펴보는 것이다. 본 연구는 농촌관광을 경험한 고객들을 대상으로 설문조사를 실시하였고 이를 분석한 실증분석 결과는 다음과 같다. 첫째, 탐색적 요인분석에 의해 농촌관광의 관계마케팅 활동요인들은 고객지향성, 응답유인성, 전문성, 유대관계의 4개 요인으로 분리되었다. 둘째, 고객지향성, 응답유인성, 전문성, 유대관계는 모두 충성도에 유의한 정(+)의 영향을 주는 것으로 나타났다. 셋째, 응답유인성과 전문성은 고객지각가치에 유의한 정(+)의 영향을 주는 것으로 밝혀졌다. 하지만, 고객지향성과 유대관계는 고객지각가치에 유의한 영향을 주지 않는 것으로 밝혀졌다. 넷째, 고객지각가치는 응답유인성과 충성도 간의 관계에서 완전매개효과를 보이는 반면 전문성과 충성도 간의 관계에서는 부분매개효과를 보이는 것으로 나타났다. 추가적으로 통제변수인 성별은 충성도에 영향을 주지 않지만 고객지각가치에는 유의한 영향을 주는 것으로 밝혀졌다. 즉, 여성이 남성에 비해 농촌관광에 대한 고객지각가치가 낮은 것으로 조사되었다. 농촌관광의 충성도를 향상시키기 위해서 고객지각가치와 아울러 고객지향성, 전문성, 유대관계를 향상시킬 필요가 있다.

This study aims to identify the relationship marketing factors and examine the mediating factors of perceived customer value on the relationship between relationship marketing factors and loyal on rural tourism. We collected and analyzed the survey data from the customers who had experienced rural tourism before. The results from the empirical analysis are as follows. First, through the exploratory factor analysis, four factors such as customer orientation, responsive attraction, professionalism, and ties were derived. Second, it was found all four factors have significant positive effects on loyalty. Third, both responsive attraction and professionalism have significant positive effects on perceived customer value. However, customer orientation and ties do not have significant effects. Fourth, the perceived customer value showed a full mediating effect between responsive attraction and loyalty, whereas it showed a partial mediating effect between professionalism and loyalty. Additionally, it was found that gender did not affect loyalty but significantly affected perceived customer value. This means that women had lower perceived value for rural tourism than men. To improve the loyalty of rural tourism, it is necessary to improve customer orientation, professionalism, ties, and perceived customer value.

키워드

참고문헌

  1. Bae, B. Y., & Lee, J. H.(2015). A Study on the Regulatory Focus, Entrepreneurial Orientation, and Entrepreneurial Intentions of College Students in Korea. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 10(6), 215-223. https://doi.org/10.16972/APJBVE.10.6.201512.215
  2. Bae, B. Y., & Lee, J. H.(2018). The Moderating Effects of Gender and Major on the Relationship between Entrepreneurial Orientation and Entrepreneurial Intention. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 13(6), 63-74. https://doi.org/10.16972/APJBVE.13.6.201812.63
  3. Baron, R. M., & Kenny, D. A.(1986). The ModeratorMediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  4. Bartlett, M.(1950). Tests of Significance in Factor Analysis. British Journal of Psychology(Statistical Secction), 3, 77-85. https://doi.org/10.1111/j.2044-8317.1950.tb00285.x
  5. Berry, L. L.(1995). Relationship Marketing of Services-Growing Interest, Emerging Perspectives. Journal of Academy of Marketing Science, 23(4), 236-245. https://doi.org/10.1177/009207039502300402
  6. Bolton, R. N., & Drew, J. H.(1991). A Multistage Model of Consumers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384. https://doi.org/10.1086/208564
  7. Bowen, J., & Shoemaker, S.(2003). Loyalty: A Strategic Commitment. Cornell Hotel & Restaurant Administration Quarterly, 44(5/6), 31-46. https://doi.org/10.1177/001088040304400505
  8. Byun, J. W., & Seo, H. S.(2010). The Effect of Multi-dimensional Service Convenience on Perceived Value, Satisfaction and Behavioral Intention. Korean Journal of Hospitality & Tourism, 19(1), 55-72.
  9. Choi, C. H., & You, Y. Y.(2017). The Study on the Comparative Analysis of EFA and CFA. Journal of Digital Convergence, 15(10), 103-111. https://doi.org/10.14400/JDC.2017.15.10.103
  10. Choi, J. C., & Cheon, C. S.(2011). A Study on the Effects of Relationship Marketing on Relation Quality and Re-purchase Intention-Focused on Large Discount Stores. Korean Business Education Review, 26(6), 595-628.
  11. Chung, N. H., Han, H. J., & Gretzel, U.(2014). The Determinants of Perceived Value and Information Sharing Satisfaction in the Online Travel Communities. Academy of Customer Satisfaction Management, 16(1), 43-63.
  12. Cronin, J. J., & Taylor, S. A.(2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavior Intentions in Service Environment. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  13. Crosby, L. A., Evans, K. R., & Cowles, D.(1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
  14. Day, E.(2002). The Role of Value in Consumer Satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 22-32.
  15. Fornell, C.(1992). A National Customer Satisfaction Barometer; the Swedish Experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.2307/1252129
  16. Go, E. J.(2011). The Effect of Ski Resort CRM Factor on the Customer Value, Trust, Satisfaction and Customer Loyalty. Master's Thesis, Sookmyung Women University, Korea.
  17. Gronroos, C.(1990). Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface. Journal of Business Research, 20(1), 3-11. https://doi.org/10.1016/0148-2963(90)90037-E
  18. Gummesson, E.(1994). Marketing Relationship Marketing Operational. International Journal of Service Industry Management, 5(5), 5-20. https://doi.org/10.1108/09564239410074349
  19. Ha, Y. K., & Kim, S. D.(2014). The Impact of Customer Value on Customer Satisfaction and Customer Retention in Hotel Firms-Focusing on Moderating Effect of Switching Cost. Tourism Research, 39(4), 47-63.
  20. Hair, J. F., Black, W. C., Barbin, B. J., & Anderson, R. E.(2010). Multivariate Data Analysis(7th ed.). NJ: Prentice Hall.
  21. Han, J. S., & Hyun, K. S.(2009). The Effect of Family Restaurants' Customer Value on Satisfaction and Behavior Intention: Focused on University Student in Seoul. Korean Journal of Hospitality and Tourism, 18(1), 135-150.
  22. Hoffman, D. L., & Novak, T. P.(2000). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundation. Journal of Marketing, 60, 50-68. https://doi.org/10.2307/1251841
  23. Hwang, J. H.(2020). Structural Relationships among Customer Orientation, Customer Value, Customer Satisfaction and Reuse Intention of Sports Center. Korea Journal of Sports Science, 29(1), 331-342. https://doi.org/10.35159/kjss.2020.02.29.1.331
  24. Hwang, T. H., & Lee, J. H.(2020). A Study on the Effects of Relationship Marketing on Service Quality, Customer Satisfaction and Loyalty of Rural Tourism Villages. Journal of Tourism and Leisure Research, 32(3), 169-193. https://doi.org/10.31336/jtlr.2020.3.32.3.169
  25. Jeong, H. B., & Lee, I. H.(2012). Consumers' Consciousness of the LOHAS Consumption and the Consumption Behavior of the LOHAS Products. International Commerce and Information Review, 14(4), 177-201.
  26. Jeun, S. T., & Rhee, W. W.(2021). A Study on the Moderating Effect of Reputation on the Relationship between Consumer Value and Customer Loyalty in Internet Shopping Mall Environment. Journal of Corporation and Innovation, 44(2), 57-76. https://doi.org/10.22778/JCI.2021.44.2.57
  27. Jung, D. H.(2010). An Effect of IPTV Service Quality on Service Value, Customer Satisfaction and Loyalty. Journal of Industrial Economics and Business, 23(4), 1861-1886.
  28. Kaiser, H.(1960). The Application of Electronic Computers to Factor Analysis. Educational and Psychological Measurement, 18, 667-683.
  29. Kalwani, M. U., & Narayandas, N.(1995). Long-term Manufacturer-Supplier Firms?. Journal of Marketing, 59(1), 1-16. https://doi.org/10.2307/1252010
  30. Kang, M. S., Song, C. S., & Shin, J. C.(2006). Service Employee Expertise and Relational Behavior and Relationship Consequences. Korean Management Review, 35(3), 961-985.
  31. Kang, S. A., Shin, H. W., & Lee, S. B.(2018). The Effects of Relationship Marketing on Relationship Quality and Customer Engagement in Food Service Industry. Korean Journal of Hospitality & Tourism, 27(2), 93-109. https://doi.org/10.24992/kjht.2018.02.27.02.93.
  32. Kim, H. S., Kim, S. Y., & Lee, J. S.(2016). The Effects of Rural Tourism on National Economy. Journal of Agricultural Extension & Community Development, 23(3), 285-293. https://doi.org/10.12653/JECD.2016.23.3.0285
  33. Kim, H. J., & Han, J. S.(2012). The Influence of Airscape on Perceived Value and Behavior Intention in the Airline Company. Journal of Tourism and Leisure Research, 24(5), 179-199.
  34. Kim, J. K., & Jung, K. H.(2020). The Relationship among Relationship Marketing, Relationship Quality and Customer Loyalty between Instructor of Taekwondo Centers and Trainees as well as Their Parents. Korean Journal of Sport, 18(3), 217-226.
  35. Kim, J. T.(2017). Exploring the Management Component of Rural Small Business in the 6th Industry at Each Stage of Growth. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(6), 123-138. https://doi.org/10.16972/APJBVE.12.6.201712.123
  36. Kim, M. S., Cho, S. H., & Jang, H. G.(2013). Effects of Human Service Quality and Sports Center's Relationship Marketing on Customer Behavior Intention. Journal of Sports and Leisure Studies, 54(1), 243-253. https://doi.org/10.51979/KSSLS.2013.12.54.243
  37. Kim, P. S., & Han, J. H.(2011). The Effects of Service Quality on Customer Satisfaction and Customer Loyalty in Take-Out Coffee Shop: Moderating Barriers. Korean Journal of Business Administration, 24(5), 2499-2518.
  38. Lee, C. L., & Yi, Y. J.(2012). Development and Application of the Public-service Customer Satisfaction Index (PCSI) Model. Korean Journal of Marketing, 27(4), 69-99.
  39. Lee, D. J., & Hwang, J. H.(2018). Structural Relationship among Relationship Marketing, Customer Satisfaction, Customer Trust and Relationship Performance of Fitness Centers. Korea Journal of Sports Science, 27(2), 671-684. https://doi.org/10.35159/kjss.2018.04.27.2.671
  40. Lee, H. E.(2014). Review of Methods for Testing Mediating Effects in Recent HRD Research. Korean Journal of Human Resource Development Quarterly, 16(2), 225-249. https://doi.org/10.18211/kjhrdq.2014.16.3.009
  41. Lee, J. H.(2016). A Study on the Relationship among Religious Commitment, Individual Traits, and Entrepreneurial Intentions of College Students in Korea. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 11(4), 71-78.
  42. Lee, J. H.(2021). A Study on the Effects of Service Quality Factors of Companion Animal Online Shopping Malls on Customer Satisfaction and Loyalty. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 16(4), 179-193. https://doi.org/10.16972/APJBVE.16.4.202108.179
  43. Lee, M. K., & Kim, D. J.(2017). The Effect of Relationship Marketing Relation Commitment on Customer Satisfaction of Airlines. International Journal of Tourism Management and Sciences, 32(8), 291-308. https://doi.org/10.21719/ijtms.32.8.15
  44. Lee, M. S., Park, D. B., & Yoon, Y. S.(2007). Service Quality Gap Analysis Towards Rural Tourism Loyalty. Korea Journal of Tourism and Hospitality Research, 21(1), 411-422.
  45. Lee, S. H., & Choi, S. J.(2018). Effects of Rural Experience Activities on Self-Esteem and the Formation of Family Ties. Journal of Tourism Sciences, 42(8), 11-28. https://doi.org/10.17086/jts.2018.42.8.11.28
  46. Lee, S. H., & Ryu, S. Y.(2016). A Study on the Differences in Preference of Accommodation Attributes and Experience Activities by Long-stay Rural Visitors' Motivation. Journal of Tourism Sciences, 40(10), 61-78. https://doi.org/10.17086/JTS.2016.40.10.61.78
  47. Liu, A. H., Leach, M. P., & Bernhardt, K. L.(2005). Examining Customer Value Perception of Organization Buyers When Sourcing from Multiple Venders. Journal of Business, 64(8), 871-878.
  48. Monroe, K. B.(1990). Pricing: Making Profitable Decisions. New York: McGraw-Hill.
  49. Morgan, R. M., & Hunt, S. D.(1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38. https://doi.org/10.1177/002224299405800302
  50. Naidu, G. M., Parvatiyar, A., Sheth, J. N., & Westgate, L.(1999). Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practices in Hospitals. Journal of Business Research, 46(3), 207-218. https://doi.org/10.1016/S0148-2963(98)00044-7
  51. Nunnally, J. C.(1978). Psychometric Theory. New York: McGraw-Hill.
  52. Oliver, R. L.(1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44. https://doi.org/10.1177/00222429990634s105
  53. Olorunniwo, F., & Udo, G.(2002). The Impact of Management and Employees on Cellular Manufacturing Implementation. International Journal of Production Economics, 76(1), 27-38. https://doi.org/10.1016/S0925-5273(01)00155-4
  54. Park, A. J., & Lee, Y. S.(2019). A Study on the Quality Improvement of Mobile App Services of Medical Institutions: Focus on the Kano Model and PCSI Index. International Journal of Industrial Distribution & Business, 10(6), 19-27. https://doi.org/10.13106/ijidb.2019.vol10.no6.19
  55. Park, D. B., & Kim, K. H.(2011). Structural Relationships among Rural Tourism Motivation, Satisfaction, and Loyalty including the Moderating Effects of Gender. Korean Journal of Rural Living Science, 22(2), 283-298. https://doi.org/10.7856/kjcls.2011.22.2.283
  56. Park, K. S., & Lee, Y. B.(2018). A Study on the Mediating Effect of Perceptual Value between Menu Choice Attributes and Festival Satisfaction of Festival Food Stores. International Journal of Tourism and Hospitality Research, 32(12), 179-193. https://doi.org/10.21298/ijthr.2018.12.32.12.179
  57. Park, M. H., & Jung, J. I.(2006). Relationship Marketing Factors, Relationship Quality, and Store Loyalty in Retail Specialty Stores. Journal of Channel and Retailing, 11(4), 97-124.
  58. Park, S. H.(2003). Spectators' Differences in Involvement, Loyalty, Intention to Repurchasing, and Intention to Recommendation According to Socio-Demographic Characteristics at Professional Baseball Games. Korean Journal of Sport Management, 8(2), 375-393.
  59. Seol, B. M.(2020). Exploratory Study on the Phenomena of Entrepreneurship Education in Food and Agriculture Sectors Based on the Ground Theory Approach. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(3), 33-46. https://doi.org/10.16972/APJBVE.15.3.202006.33
  60. Seul, Y. M., & Choi, M. S.(2012). A Study on the Effects between Relationship Marketing Factors of Licensed Real Estate Agent, Trust, Commitment of Relation with Customers and Revisit Intention of Customers. Journal of the Residential Environment Institute of Korea, 11(2), 43-61.
  61. Sharpley, R., & Sharpley, J.(1997). Rural Tourism: An Introduction. London: International Thompson Business Press.
  62. Shim, S. O., Park, K. B., & Shin, D. S.(2016). Analysis on Features and Success Factors of Green Tourism Entrepreneurship based on Comparative Case Studies on Successful Agricultural Villages. Global Business Administration Review, 13(1), 377-405. https://doi.org/10.38115/asgba.2016.13.1.377
  63. Sirdeshmukh, D., Singh, J., & Sabol, B.(2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37. https://doi.org/10.1509/jmkg.66.1.15.18449
  64. Son, J. Y., Lee, Y. K., & Ryu, S. Y.(2019). A Study on Intermediary Support Organization for Green Tourism Activation-Focused on Pyeong-Chang County. Tourism Research, 44(3), 107-125. https://doi.org/10.32780/ktidoi.2019.44.3.107
  65. Son, Y. M., & Park, C. S.(2006). A Study on the Relationship Marketing Implement Factors and Repurchase in Hospital. Korean Journal of Business Administration, 19(2), 379-401.
  66. Song, C. H., Song, G. I., & Nam, S. J.(2021). A Study on the Effect of Rural Tourism Service Quality on the Emotional Response and Regional Image Formation of Tourists. Tourism Research, 46(2), 179-202.
  67. Suh, M. S., Han, Y. J., & Ahn, S. S.(2012). Research on the Structural Relationship between Relational Benefits and Customer Value, Customer Satisfaction, and Customer Loyalty. Journal of the Aviation Management Society of Korea, 10(4), 147-167.
  68. Sun, D. G.(2001). The Effect of the Relationship Marketing Implementation on the Customer Trust, Customer Commitment and Customer Loyalty. Doctoral Dissertation, Dong-A University, Korea.
  69. Ravald, A., & Gronroos, C.(1996). The Value Concept and Relationship Marketing. European Journal of Marketing, 30(2), 19-30. https://doi.org/10.1108/03090569610106626
  70. Wang, X. I., & Kim, Y. G.(2020). A Study on the Influence of the Characteristic Factors of Cosmetics Mobile App on Perceived Value and Intention of Reuse. Academy of Customer Satisfaction Management, 22(3), 41-57. https://doi.org/10.34183/KCSMA.22.3.2
  71. Woo, B. J., Chung, D. J., & Park, H. J.(2020). 2020 Public Opinion Survey on Agriculture and Rural Areas(Research Report D510). Naju: Korea Rural Economic Institute.
  72. Yang, B. H.(2008). The Effects of Customer Satisfaction and Relationship Marketing on Behavior Intention. Korean Management Review, 37(1), 35-66.
  73. Yang, G. S., & Lee, K. S.(2012). A Study of the Structural Relationships between the Local Festival Participative Motivation, Perceived Value and on the Loyalty: Focused on Damyang Bamboo Festival. International Journal of Tourism and Hospitality Research, 26(1), 199-215.
  74. Yoo, C. K., & Lee, S. G.(2007). The Impact of Implement Factors of Family Restaurant's Relationship Marketing on the Customer Behavior. International Journal of Tourism and Hospitality Research, 21(2), 125-139.
  75. You, D. S., & Hong, K. W.(2017). Study on the Behavioral Intention of Rural Tourism Applying the Extended Theory of Planned Behavior. International Journal of Tourism and Hospitality Research, 31(3), 65-80.
  76. Yu, Y. S.(2017). The Effect of Local Identity on Festival Satisfaction and Royalty: Focus on Gangneung Coffee Festival. Northeast Asia Tourism Research, 13(1), 127-144.
  77. Zeithaml, V. A.(1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446