광주 맛 집의 서비스가치와 품질이 재 구매에 미치는 관계에서 지역애착의 매개효과
he Mediating Effect of Community Attachment on the Relationship between the Service Value and Quality of Gwangju Tasty Restaurants and the Repurchase Intention
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This research identifies the relationship between the service value and quality of tasty restaurants in Gwangju, community attachment and repurchase intention. A survey was conducted from September 1 to October 1 in 2014. A total of 350 questionnaires were distributed and 309 usable responses were collected for data analysis. The major findings of this study are five-fold. First, it was shown that service quality has a direct effect on community attachment. In particular, it was found that the higher the typicality of service quality is, the higher community attachment gets. Second, results showed that service value has a direct effect on repurchase intention. In particular, it was found that the higher the value from service trade is, the higher the intention of repurchase becomes. Third, it was also proven that community attachment has a direct effect on repurchase intention. In particular, it was found that the higher the dependence on community attachment is, the higher repurchase intention becomes. Fourth, it was noted thatt community attachment has a mediating effect between service value and repurchase intention. That is, the higher the service value of Gwangju tasty restaurants is, the higher repurchase intention through community attachment gets. Lastly, the two routes of repurchase intention to Gwangju tasty restaurants were found. Service quality has a direct influence and service quality has a mediating effect on community attachment. Managerial implications are discussed.
Abstract
This research identifies the relationship between the service value and quality of tasty restaurants in Gwangju, community attachment and repurchase intention. A survey was conducted from September 1 to October 1 in 2014. A total of 350 questionnaires were distributed and 309 usable responses were collected for data analysis. The major findings of this study are five-fold. First, it was shown that service quality has a direct effect on community attachment. In particular, it was found that the higher the typicality of service quality is, the higher community attachment gets. Second, results showed that service value has a direct effect on repurchase intention. In particular, it was found that the higher the value from service trade is, the higher the intention of repurchase becomes. Third, it was also proven that community attachment has a direct effect on repurchase intention. In particular, it was found that the higher the dependence on community attachment is, the higher repurchase intention becomes. Fourth, it was noted thatt community attachment has a mediating effect between service value and repurchase intention. That is, the higher the service value of Gwangju tasty restaurants is, the higher repurchase intention through community attachment gets. Lastly, the two routes of repurchase intention to Gwangju tasty restaurants were found. Service quality has a direct influence and service quality has a mediating effect on community attachment. Managerial implications are discussed.
참고문헌 (23)
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