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보령머드축제를 중심으로 사회교환관점과 고객시민행동에 관한 연구 - 축제방문경험 유무의 조절효과-

An Empirical Study on the Antecedent Variables of Customer Citizenship Behavior in Social Exchange Point of View And Moderating Effect of Past Experience - The Focused on the Boryong Mud Festival -

전정아|백운일|정준이
한국호텔리조트학회 (Korea Hotel & Resort Association)|2012.11|호텔리조트연구 (Journal of Hotel & Resort)|제11권 제3호|pp. 325-350

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키워드

Customer Citizenship BehaviorSocial Exchange Point of ViewModerating E
주제분류관광학

초록

The purpose of this study is to examine the antecedent variables of customer citizenship behavior selected by a social exchange point of view and the moderating effect by visitor's past experience at Boryong Mud Festival. The result of this paper may help local festival planner and marketers for festival marketing strategy. The purpose of this study is to investigate the antecedent variables of customer citizenship behavior selected by a social exchange point of view on the Boryeong Mud Festival. Of all the questionnaires collected, 239 were included in the analysis which was performed using SPSS. Date analysis method used to frequency analysis, factor analysis, reliability analysis and canonical correlation analysis. As the results of the canonical correlation analysis between the customer citizenship behavior and the social exchange point of view, there was a significant relationship between the attributes of customer citizenship behavior - loyalty, cooperation, Participation and social exchange point of view - customer satisfaction, customer confidence, justice perception. Therefore, marketing practitioner should recognize the importance of customer's perception in the service circumstance and make a managerial effort to offer the best service to customer. The result of this paper may help local festival planner and marketers for festival marketing strategy.

Abstract

The purpose of this study is to examine the antecedent variables of customer citizenship behavior selected by a social exchange point of view and the moderating effect by visitor's past experience at Boryong Mud Festival. The result of this paper may help local festival planner and marketers for festival marketing strategy. The purpose of this study is to investigate the antecedent variables of customer citizenship behavior selected by a social exchange point of view on the Boryeong Mud Festival. Of all the questionnaires collected, 239 were included in the analysis which was performed using SPSS. Date analysis method used to frequency analysis, factor analysis, reliability analysis and canonical correlation analysis. As the results of the canonical correlation analysis between the customer citizenship behavior and the social exchange point of view, there was a significant relationship between the attributes of customer citizenship behavior - loyalty, cooperation, Participation and social exchange point of view - customer satisfaction, customer confidence, justice perception. Therefore, marketing practitioner should recognize the importance of customer's perception in the service circumstance and make a managerial effort to offer the best service to customer. The result of this paper may help local festival planner and marketers for festival marketing strategy.

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