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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
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농촌관광의 관계마케팅 활동요인과 충성도 간의 관계에서 고객지각가치의 매개효과에 관한 연구

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Type
Academic journal
Author
Lee, Joo-Heon (연세대학교) Hwang, Tae Hee (연세대학교)
Journal
Korean Society of Business Venturing Asia-Pacific Journal of Business Venturing and Entrepreneurship Vol.17 No.2(Wn.80) KCI Accredited Journals
Published
2022.4
Pages
179 - 193 (15page)

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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
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Abstract· Keywords

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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.
#농촌관광 #관계마케팅 #충성도 #고객지각가치 #성별 #Rural Tourism #Relationship Marketing #Loyalty #Perceived Customer Value #Gender

Contents

국문요약
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석결과
Ⅴ. 결론
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