면세점 선택속성의 중요도-만족도(IPA)가 고객충성도에 미치는 영향 - 방한 중국인 관광객을 중심으로 -
Affect About the Customer Loyalty of Duty-free Shops Optional Attributes - Chinese Tourists as the Center -
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Duty-free shopping is not only critical to tourist shopping, but also a sizable part in oversea tourism. From records of the Korea National Tourism Organization, Chinese tourists are increasing, and accordingly it estimates that the trend would accelerate in the future. To unleash the shopping passion of the expected Chinese tourists in Korea duty-free shops, it is necessary to study the duty-free shopping pattern of Chinese tourists to Korea. The following research is conducted for above reasons. Conclusions as below: First, in terms of optional attributes of duty-free shops, customers’ importance scores higher than satisfaction, meaning the high expectation on duty-free shops. Thus to attract more Chinese tourists, the managers ought to understand their needs and enhance satisfaction. Second, though little correlation between importance and loyalty of optional attributes from Chinese tourists in Korea, there is strong mutual influence of satisfaction and loyalty of optional attributes. Therefore, improvement of satisfaction would lead improvement of loyalty. Third, from IPA analysis, it is obvious that Chinese tourists have high importance yet low satisfaction, and the other part which deserves centralized management is in-store activities. Managers of duty-free shops would realize that, among in-store activities, price is critical for tourists’ selection, so that relevant policies on pricing should be the focus.
Abstract
Duty-free shopping is not only critical to tourist shopping, but also a sizable part in oversea tourism. From records of the Korea National Tourism Organization, Chinese tourists are increasing, and accordingly it estimates that the trend would accelerate in the future. To unleash the shopping passion of the expected Chinese tourists in Korea duty-free shops, it is necessary to study the duty-free shopping pattern of Chinese tourists to Korea. The following research is conducted for above reasons. Conclusions as below: First, in terms of optional attributes of duty-free shops, customers’ importance scores higher than satisfaction, meaning the high expectation on duty-free shops. Thus to attract more Chinese tourists, the managers ought to understand their needs and enhance satisfaction. Second, though little correlation between importance and loyalty of optional attributes from Chinese tourists in Korea, there is strong mutual influence of satisfaction and loyalty of optional attributes. Therefore, improvement of satisfaction would lead improvement of loyalty. Third, from IPA analysis, it is obvious that Chinese tourists have high importance yet low satisfaction, and the other part which deserves centralized management is in-store activities. Managers of duty-free shops would realize that, among in-store activities, price is critical for tourists’ selection, so that relevant policies on pricing should be the focus.
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