전시회 참관자의 지각된 관계혜택이 재방문의도에 미치는 영향
The Effect of Visitors’ Perceived Relational Benefits on Revisit Intention to Exhibition
0
조회
0
다운로드
11
인용
0
참고문헌
키워드
초록
본 연구는 전시회 서비스에 대한 전시참관자의 지각된 관계혜택이 전시 참가 기업의 종업원 신뢰 및 전시회 신뢰, 그리고 전시회 재방문의도에 미치는 영향에 대해서 살펴보았다. 본 연구를 위해 실제로 전시회 참관 경험이 있는 참관자 200명을 대상으로 설문조사를 실시하였다. 각 변수간의 인과관계는 실증분석을 통해 검증되었다. 분석결과, 관계혜택을 구성하는 주요변수인 확신적혜택과 특별대우혜택에 대한 지각수준이 높을수록, 종업원 신뢰 및 전시회 신뢰에 긍정적인 영향을 미치는 것으로 나타났다(종업원 신뢰: 확신적혜택 t=7.663, p<.001, 특별대우혜택 t=4.696, p<.001, 전시회 신뢰: 확신적혜택 t=8.197, p<.001, 특별대우혜택 t=3.217, p<.001). 사회적혜택은 종업원 신뢰와 전시회 신뢰에 유의한 영향을 미치지 않았다. 관계혜택이 전시참관자의 재방문의도에 미치는 영향은 종업원 신뢰 및 전시회 신뢰에 의해 매개되는 효과가 있음을 밝혔다. 마지막으로, 종업원 신뢰와 전시회 신뢰에 대한 지각수준이 높을수록 참관자의 재방문의도는 유의하게 높아지는 것으로 나타났다.
Abstract
This study was conducted to examine the role of perceived relational benefits among exhibition visitors in predicting visitors’ trust to employees, trust to exhibition, and intention to revisit the exhibition. The sample of 200 individuals who had visited to an exhibition was analyzed to investigate overall and unique influences of visotors’ relational benefits on trust and revisit intention. Findings indicated that a higher level of confidence benefits and treatment benefits consisting of visitors’ perceived relational benefits contributed to an increased trust to employees and trust to exhibition(Trust to Employee: Confidence benefit t=7.663, p<.001, Treatment benefit t=4.696, p<.001, Trust to Exhibition: Confidence benefit t=8.197, p<.001, Treatment benefit t=3.217, p<.001). However, social benefits seemed to have no effect on trust to employees and exhibition. In addition, the results revealed that visitors’ trust to employee and exhibition was found to fully mediate the effect of visitors’ perceived relational benefit on revisit intention. Finally, trust to employees and exhibition were likely to elevate intention to revisit to the exhibition.
참고문헌 (44)
- 김광지, "외식산업의 관계혜택이 몰입, 전환장벽, 고객만족의 매개적 역할을 통해 고객충성도에 미치는 영향", 호텔경영학연구, 19(2), pp.93~113 (2010), 한국호텔외식경영학회
- 박소영, "핵심 서비스품질과 관계혜택이 고객의 이탈의도와 추천의도에 미치는 영향에 관한 연구 - 고객만족과 전환장벽을 매개로-", 마케팅관리연구, 15(1), pp.75~106 (2010), 한국마케팅관리학회
- 안우규, "호텔레스토랑의 관계혜택이 고객 충성도에 미치는 영향", 박사, pp.2003
- 이경모, "이벤트학원론" (2002), 백산출판사
- 이용기, "관계혜택이 고객의 종업원가 식음료업장에 대한 만족, 그리고 고객충성도에 미치는 영향", 경영학연구, 31(2), pp.5~404 (2002), 한국경영학회
- 정형식, "중소기업의 해외전시회 참여 전 준비학습이전시 중 고객활동과 전시 후 성과에 미치는 영향", 마케팅관리연구, 13(1), pp.45~68 (2008), 한국마케팅관리학회
- 주성래, "패션점포와 고객 간의 관계효익이 관계의 질과 고객만족에 미치는 영향", 한국의류학회지, 26(7), pp.1043~1054 (2002)
- 최웅, "호텔레스토랑의 관계혜택에 관한 연구-서울지역 특1급 호텔을 중심으로-", 호텔경영학연구, 16(1), pp.75~89 (2007), 한국호텔외식경영학회
- 홍선의, "무역전시회를 이용한 통합 마케팅 가능성에 관한 연구", 관세학회지, 6(2), pp.327~351 (2005), 한국관세학회
- Brady, M. K, "Managing Behavioral Intentions in Diverse Cultural Environments: An Investigation of Service Quality, Service Value, and Satisfaction for American and Ecuadorian Fast-Food Customers", Journal of International Management, 7, pp.129~149 (2001)
- Barnes, J. G., "The Issue of Establishing Relationships with Customers in Service Companies: When Are Relationships Feasible and What Form Should They Take", paper presented at the Third Annual “Frontiers in Services” Conference, Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee (1994)
- Beatty, Sharon E, "Customer-Sales Associate Retail Relationships", Journal of Retailing, 72(3), pp.223~247 (1996)
- Bellizzi, J. A, "Managerial Guidelines for Trade Show Effectiveness", Industrial Marketing Management, 13(1), pp.49~52 (1984)
- Berry, L. L, "Relationship Marketing of Services-Growing Interest, Emerging Perspectives", Journal of the Academy of Marketing Science, 23(4), pp.236~245 (1995)
- Bitner, M. J, "Building Service Relationships: It’s All About Promises", Journal of the Academy of Marketing Science, 23(4), pp.246~251 (1995)
- Bonoma, T. V., "Get More out of Your Trade Shows", in Harvard Business Review, 61 (1983)
- Baron, R. M, "The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations", American Psychological Association, 51(6), pp.1173~1182 (1986)
- Bowen, J. T, "Loyalty: A Strategic Commitment", The Cornell Hotel and Restaurant Administration Quarterly, 39(1), pp.12~25 (1998)
- Buttle, F, "Relationship Marketing, Theory and Practice" (1996), Paul Chapman Publishing
- Crosby, L. A, "Building and Maintaining Quality in the Service Relationship,in Service Quality : Multi disciplinary and Multinational Perspectives", pp.269~287 (1991), Lexington Book
- Crosby, L. A, "Relationship Quality in Services Selling: An Interpersonal Influence Perspective", Journal of Marketing, 54, pp.68~81 (1990)
- Czepiel, J. A, "Service Encounters and Service Relationships: Implications for Research", Journal of Business Research, 20(1), pp.13~21 (1990)
- Doney, P. M, "An Examination of the Nature of Trust in Buyer-Seller Relationships", Journal of marketing, 61, pp.35~51 (1997)
- Fishbein, M, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research" (1975), Reading MA Addison-wesley
- Grönroos, C, "Relationship Approach to Marketing in Service Contexts: the Marketing and Organizational Behavior Interface", Journal of Business Research, 20(1), pp.3~11 (1990)
- Gwinner, K. P., "Relational Benefits in Services Industries: The Customer’s Perspective", Journal of Academy of Marketing Science, 26(2), pp.101~114 (1998)
- Hansen, K, "The Dual Motives of Participants at International Trade Shows: An Empirical Investigation of Exhibitors and Visitors with Selling Motives", International Marketing Review, 13(2), pp.39~53 (1996)
- Kerin, R. A, "Assessing Trade Show Functions and Performance: An Exploratory Study", Journal of Marketing, 51(3), pp.87~94 (1987)
- MacKinnon, D. P, "A Simulation Study of Mediated Effect Measures", Multivariate Behavioral Research, 30(1), pp.41~62 (1995)
- Morgan, R. M, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp.20~38 (1994)
- Munuera, J. L, "Trade Fairs as Services: A Look at Visitors’ Objectives in Spain", Journal of Business Research, 44(1), pp.17~24 (1999)
- Oliver, R. L, "Satisfaction: A Behavioural Perspective on the Customer" (1997), McGraw-Hill
- Patterson, P. G, "Relationship Benefits in Service Industries: A Replication in a Southeast Asian Context", Journal of Services Marketing, 15(6), pp.425~443 (2001)
- "Calculation for the Sobel Test: An interactive calculation tool for mediation tests"[URL]
- Rempel, J. K, "How Do I Trust Thee", Psychology Today, 20(2), pp.28~ (1986)
- Reynolds, K. E, "A Relationship Customer Typology", Journal of Retailing, 75(4), pp.509~523 (1999)
- Sabel, C. F, "Studied Trust: Building New Forms of Cooperation in a Volatile Economy", Human Relations, 46(9), pp.1113~1170 (1993)
- Schurr, P. H, "Influences on Exchange Processes: Buyers’ Preconceptions of a Seller’s Trustworthiness and Bargaining Toughness", Journal of Consumer Research, 11(4), pp.939~953 (1985)
- Sharma, N, "The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services", Journal of Service Marketing, 13(2), pp.151~170 (1999)
- Sheth, J. N, "Relationship Marketing in Consumer Markets: Antecedents and Consequences", Journal of the Academy of Marketing Science, 23(4), pp.255~271 (1995)
- Tse, D. K, "Models of Consumer Satisfaction Formation: An Extension", Journal of Marketing Research, 25(2), pp.204~212 (1988)
- Zeithaml, V. A, "Services Marketing" (1996), McGraw-Hill, Singapore
- Zeithaml, V. A., "How Consumer Evaluation Processes Differ between Goods and Services in Marketing of Services", pp.186~190 (1981), American Marketing
- , 한국전시산업진흥회[URL]
