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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 원문보기

벤처창업연구= Asia-Pacific journal of business and venturing, v.17 no.2, 2022년, pp.179 - 193  

이주헌 (연세대학교 경영학부) ,  황태희 (연세대학교 정경대학원)

초록
AI-Helper 아이콘AI-Helper

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.

Abstract ▼ AI-Helper 아이콘AI-Helper

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 t...

주제어

#농촌관광   #관계마케팅   #충성도   #고객지각가치   #성별  

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