여행상품의 지각된 가치에 대한 탐색적 요인 분석
Analysis of Exploratory Factors for Perceived Value of Travel Products
0
조회
0
다운로드
64
인용
0
참고문헌
키워드
초록
Value has been widely recognized in the past decade by researchers as an important consideration in consumers' service selection and product purchase decisions. Empirical academic research, however, has concentrated on the impact of consumers' perceived value on the attitude to purchase rather than on the resulting behavior itself. Although the post-purchase perceived value of a product or of a service has been studied, little research has been done into the measurement of the overall perceived value of a purchase, where the consumer evaluates not only the consumption experience but also the purchase experience. In this article, the construct of customer-perceived value is first assessed through a literature review. Then a multiple-item measure of customer value is developed. We have developed a scale of measurement of the perceived overall value of a purchase through 35 items grouped into seven dimensions: (1) functional value(physical variables); (2) functional value of the contact personnel of the travel agency; (3) functional value of the tourism package purchased (travel quality); (4) functional value (price); (5) functional value of the contact personnel in the travel process(quality of T/C, T/G); (6) emotional value; and (7) social value.
Abstract
Value has been widely recognized in the past decade by researchers as an important consideration in consumers' service selection and product purchase decisions. Empirical academic research, however, has concentrated on the impact of consumers' perceived value on the attitude to purchase rather than on the resulting behavior itself. Although the post-purchase perceived value of a product or of a service has been studied, little research has been done into the measurement of the overall perceived value of a purchase, where the consumer evaluates not only the consumption experience but also the purchase experience. In this article, the construct of customer-perceived value is first assessed through a literature review. Then a multiple-item measure of customer value is developed. We have developed a scale of measurement of the perceived overall value of a purchase through 35 items grouped into seven dimensions: (1) functional value(physical variables); (2) functional value of the contact personnel of the travel agency; (3) functional value of the tourism package purchased (travel quality); (4) functional value (price); (5) functional value of the contact personnel in the travel process(quality of T/C, T/G); (6) emotional value; and (7) social value.
참고문헌 (28)
- 공효순, "호텔 비즈니스센터 인적 ？ 물적 서비스품질과 지각된 서비스가치가 비즈니스 고객만족도에 미치는 영향", 호텔경영학연구, 15(2), pp.83~104 (2006), 한국호텔외식경영학회
- 김태구, "비자발적 수용환경의 호텔 프론트오피스시스템 이용 예측: FIDELIO를 대상으로 한 정보시스템 품질, 직무 관련성, 지각된 가치와 기술수용모델(TAM)의 적용", 관광학연구, 30(1), pp.129~150 (2006), 한국관광학회
- 노용호, "지각된 가치와 태도에 의한 산업전시 박람회 참관자의 행동의도", 관광학연구, 30(6), pp.361~379 (2006)
- 박찬규, "골프장의 지각된 고객가치와 이미지가 재이용의도에 미치는 영향", 한국체육학회지 인문ㆍ사회과학편, 45(3), pp.335~343 (2006)
- 용환재, "여행사서비스가 관광자 만족과 재이용의도에 미치는 영향 연구", 박사, pp.2001
- 윤지현, "여행업의 E-서비스품질과 고객충성도 연구", 박사, pp.2004
- 이봉구, "음식 소비 관련 서비스 질, 지각된 가치, 만족, 향후 행동 의도 간 관계에 관한 연구: 춘천 닭갈비 및 막국수를 중심으로", 관광학연구, 30(5), pp.257~276 (2006), 한국관광학회
- 이재진, "서비스 무형성이 지각된 가치에 미치는 영향에 관한 연구: 지각된 위험의 매개변수적 역할", 석사, pp.2005
- 이주형, "국외여행인솔자의 역할 연구”. 『관광경영학연구』. 통권 14호. pp.234-254. 선택한", 관광경영학연구, 통권 : 14, pp.234~254 (2002)
- 장양례, "현지안내원서비스에 대한 관광객 전반적 만족과 고객충성도에 관한 연구", 문화관광연구, 6(3), pp.89~110 (2004)
- 전주형, "여행업의 서비스품질 평가에 관한 연구", 박사, pp.1997
- 전주형, "서비스 유형별 지각된 가치측정에 관한 연구", 여행학연구, (12), pp.223~240 (2000)
- 현길남, "여행만족관련 국외여행인솔자의 자격요인 연구: 여행업 종사자를 대상으로", 한국항공경영학회, pp.173~187 (2005)
- 홍성화, "추구편익에 따른 관광가이드 서비스 질에 대한 인식: 제주방문 내국인 패키지관광객을 중심으로", 관광ㆍ레저연구, 18(1), pp.47~66 (2006)
- Bieger, T., "What is driving the continued growth in demand for air travel?", Journal of Air Transport Management, 13, pp.31~36 (2007)
- Choi, K., "The relationships among quality, value, satisfaction and behavioral intention in health care provider choice", Journal of Business Research, (57), pp.913~921 (2004)
- Duman,T,, "The role of affective factors on perceived cruise vacation value", pp.311~323 (2005), Tourism Management
- Gronroos,C,, "Value-driven relational marketing: from products to resources and competencies", Journal of Marketing Management, 13(5), pp.407~420 (1997)
- Groth,J.C,, "Exclusive value and the pricing of services", Management Decision, 33(8), pp.22~29 (1995)
- Havlena, W.J, "The varieties of consumption experience": comparing two typologies of emotion in comsumer behavior", Journal of Consumer Research, 14(3), pp.394~404 (1986)
- Kashyap, R, "A structural analysis of value, quality, and price perceptions of business and leisure travelers", pp.45~51 (2000), Journal of Travel Research.
- Oh,H,, "Price fairness and its asymmetric effects on overall price, quality, and value judgments", pp.241~249 (2003), Tourism Management.
- Sanchez, J., "Perceived value of the purchase of a tourism product", pp.394~409 (2006), Tourism Management.
- Sheth, J. N., "Why we buy what we buy: a theory of consumption values", Journal of Business Research, 22, pp.159~170 (1991)
- Sweeney, J. C, "Consumer perceived value": the development of multiple item scale", Journal of Retailing, 77(2), pp.203~220 (2001)
- Sweeney, J. C., "The role of perceived risk in the quality?value relationship", Journal of Retailing, 75(1), pp.77~105 (1999)
- Woodruff,R.B,, "Customer value: the next source for competitive advantage", Journal of the Academy of Marketing Science, 25, pp.139~153 (1997)
- Zeithaml,V.A,, "Consumer perceptions of price, quality, and value": a means-end model and synthesis of evidence", Journal of Marketing, 52(3), pp.2~22 (1988)