Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
권호 표지
DOI QR코드

DOI QR Code

Study on the effect of Service Quality of WPL on the Revisit Intention

현장실습농장(WPL) 서비스품질이 재방문의도에 미치는 영향 분석

  • 박혜은 (전북대학교 농업경제학과) ;
  • 장동헌 (전북대학교 농경제유통학부(농업과학기술연구소)) ;
  • 문수희 (전북대학교 농경제유통학부)
  • Received : 2023.03.31
  • Accepted : 2023.05.10
  • Published : 2023.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the relationship between the service quality of WPL (Work Place Learning) and the revisit intention through customer satisfaction, targeting users who use the WPL. Data to achieve the purpose of this study were conducted for trainees who had received on-the-job training at 4 selected WPL in Jeollabuk-do. Out of the 210 copies of questionnaires, 170 were picked up, and all of them were used for analysis. As a result of the analysis, First, as a result of analyzing the relationship between service quality and customer satisfaction in WPL, it was discovered that among the service quality components, Responsiveness, Assurance, and Empathy had a substantial influence on customer satisfaction, while Tangibles and Reliability of service quality did not appear to have any significant effect. Second, it was discovered that customer contentment had a considerable influence on revisit intention after evaluating the link between customer satisfaction and revisit intention. It can be shown that the higher the level of client happiness, the greater the likelihood of returning. Third, as a result of analyzing the relationship between service quality and revisit intention of WPL, among service quality factors, Reliability, Responsiveness, and Empathy were found to have a significant effect on revisit intention. As a result of verifying the mediating effect of service quality at WPL on revisit intention through customer satisfaction, responsiveness, assurance, and empathy of service quality were found to be significant in their relationship with revisit intention.

Keywords

References

  1. Baron, R. M. and D. A. Kenny. 1986. The Moderator-mediator 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
  2. Chae, S. B. 2016. A Study on the Actual State in WPL (Work Place Learning) Program in the Agricultural Specialized High School. Master's Thesis. Korea National University of Education.
  3. Choi, J. B. 2008. The Influence of Skating Rink Service Quality on Customer Satisfaction and Post-Purchase Behavior. Master's Thesis. Dankook University.
  4. Engel, J. F. and R. D. Blackwel. 1982. Consumer Behavior. New York: Dryden Press.
  5. Hunt, H. K. 1977. Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. Journal of Marketing Research. 15(1): 167.
  6. Han, S. R. 2016. Study on the Effect of the Service Quality of Rural Educational Farm on the Visit Intention. Master's Thesis. Sangmyung University.
  7. Jang, H. Y. and K. H. Chung. 2005. A Study on the Effects of Switching Cost, Customer Loyalty, and Brand Preference on Customer Satisfaction and Repurchase Intention in Service Industry. Journal of the Korea Service Management Society. 6(2): 187-214.
  8. Jones, M. A., D. L. Mothersbaugh, and S. E. Beatty. 2000. Switching Barriers and Repurchase Intentions in Services. Journal of Retailing. 76(2): 259-274. https://doi.org/10.1016/S0022-4359(00)00024-5
  9. Jung, M. S., J. E. Cha, and D. H. Jang. 2016. Impact of the Service Quality of Horseback Riding Experience on Customer Satisfaction and Loyalty. Journal of Korean Society of Rural Planning. 22(2): 131-140. https://doi.org/10.7851/ksrp.2016.22.2.131
  10. Kim, J. W. 2011. Influence of Service Quality on Customer Satisfaction and Revisit Intention by Coffee Shop Brand: Focused on Starbucks and Caffe bene. Master's Thesis. Chungwoon University.
  11. Kim, K. P., S. H. Myeong, T. H. Lee, M. H. Lee, and N. W. Oh. 2021. Agricultural Policy Direction for Mega-FTA Response and Future Competitiveness System. Korea Rural Economic Institute.
  12. Kim, S. S. and C. H. Jung. 2012. The Effects of Service Quality on Service Value, Customer Satisfaction, and Revisit Intention in Healthcare Services. The Journal of Business Education. 26(3): 111-134.
  13. Kim, S. W. 2012. The Influence of Revisit Restricted Negotiation on Revisit Intention: The case of Honeymoon Tourist in Jeju-island from 1970 to 1980. Northeast Asia tourism research. 8(4): 149-167.
  14. Kim, Y. J. 2012. A study on the relationship between service quality and customer satisfaction according to customer types. Master's Thesis. Seoul National University.
  15. Ko, D. W. 1998. The Relationship between Psychological Experiences and Satisfaction in Tourism. Doctoral Dissertion. Korea University.
  16. Kwak, K. H. 2015. A Study on the Effect of Service Quality of Food Service Company on Customer Satisfaction and Revisit Intention, International Journal of Tourism and Hospitality Research 29(9): 219-231.
  17. Lee, S. I. 2011. A Study on the Effect of Food Service Industry's Menu Quality and Brand Image on Value Awareness and Customer Satisfaction Repurchase Intentions, Doctoral Dissertion. Kyung Hee University.
  18. Lee, S. M., G. M. Gim, S. H. Kim, and Y. J. Kim. 2016. A Strategy for Introducing the Healing Program through a Requirements Survey of Operating Condition and Healing Experience Contents in Rural Education Farms. Journal of Korean Society for People, Plants and Environment. 19(5): 417-426. https://doi.org/10.11628/ksppe.2016.19.5.417
  19. Lee, Y. J. 2010. The Effects of Employees' Job Satisfaction and Customer Orientation on Customers Service Quality Perception and Satisfaction. Doctoral Dissertion, Dongyang University.
  20. Ministry of Agriculture, Food and Rural Affairs (MAFRA). 2020. Know-how of Agricultural Masters Learning in the Field: Guide to Work Place Learning. Korea Agency of Education, Promotion and Information Service in Food, Agriculture, Forestry and Fisheries (EPIS).
  21. Oliver, R. L. 1981. Measurement ans Evaluation of Satisfaction Process in Retail Setting. Journal of Retailing. 57: 25-48.
  22. Parasuraman, A., V. A. Zeithaml, and L. L. Berry. 1988. SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. 64(1): 12-40.
  23. Parasuraman, A., V. A. Zeithaml, and L. L. Berry. 1985. A Conceptual Model of Service Quality and its Implications for Future Research. Journal of marketing. 49(4): 41-50. https://doi.org/10.1177/002224298504900403
  24. Park, H. E. 2022. Effect of the Service Quality Rural Education Farm on Customer Satisfaction and Revisiting intention. Master's Thesis. Jeonbuk National University.
  25. Park, J. H., J. H. Hwang, and S. W. Lee. 2014. The Effect of the 6th Industrialization in Agriculture on Farm and Off-farm Income. Journal of Korean Society of Rural Planning. 20(4): 193-208. https://doi.org/10.7851/ksrp.2014.20.4.193
  26. Park, J. Y., M. G. Lee, W. J. Cho, and B. Y. Kim. 2019. Ways to Spread Agricultural Technologies and Innovative Outcomes for the Growth of the Agricultural Sector (Year 1 of 2). Korea Rural Economic Institute.
  27. Park, J. S., S. Chaiy, and S. Lee. 1998. The Moderating Role of Relationship Quality in the Effect of Service Satisfaction on Repurchase Intentions. Korea Marketing Review. 13(2): 119-139.
  28. Park, K. S. 2017. A Study on the Impact of Service Quality on Customer Trust and Repurchase Intention: Focused on the Life Insurance Company. Doctoral Dissertion, Hoseo University.
  29. Park, W. P. 2021. The Effect of Service Quality of Highway Service Areas on Customer Satisfaction and Revisit Intention. Master's Thesis. Chungwoon University.
  30. Seo, S. S. 2008. The Effect of Service Quality on Customer Satisfaction and Revisit Intention. Master's Thesis. Yong-in University.
  31. Shim, W. G. 2015. A Study on the Structural Relationships among the Educational Service Quality, Service Value, Customer Satisfaction, Brand Image and Voluntary Behavioral Intention. Doctoral Dissertion. Kongju National University.
  32. Shin, J. S. and I. Y. Hong. 2018. An Exploratory Study of the Antecedents to Korean Expressway Rest Area's Revenues. Journal of the Korean Operations Research and Management Science Society. 43(4): 33-43. https://doi.org/10.7737/JKORMS.2018.43.4.033
  33. Walsh, G., K. P. Wiedmann, and M. Groth. 2004. Examining Consumer Behavior in the Liberalized German Energy Market-the Influence of Customer Satisfaction on Customer Willingness to Switch Public Utility Companies. ACR North American Advances 31: 373-374.
  34. Westbrook, R. A. and M. D. Reilly. 1983. Value-percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction. ACR North American Advances. 10: 256-261.
  35. Yonhap News. 2021. Due to COVID-19, Urban Life is Difficult..41% of the City Hopes to Return to Farming and Rural Areas, published on January 4. 2021 (Asearched on June 10, 2022).