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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)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.17, no.2, 2022 , pp. 179-193 More about this Journal
Abstract
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.
Keywords
Rural Tourism; Relationship Marketing; Loyalty; Perceived Customer Value; Gender;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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