- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Effects of Traditional Market Service Quality Factors on Customer Value, Relational Quality, and Behavioral Intention
Jung, Yeon-Sung
Abstract
Purpose - The aim of this study is to develop an empirical model of the effects of traditional market service quality factors on customer value, relationship quality, and behavior. The specific objectives of the study are as follows: 1) to classify study objects into cultural tourism markets and non-cultural tourism markets as well as to verify the differences in service quality among the two markets and, 2) to present practical service marketing methods that fit with the characteristics of the traditional markets by amending the five quality evaluation items of SERVQUAL (a multiple-item scale for measuring service quality)to suit the characteristics of the traditional markets and establish the relationship among customer value, relationship quality, and behavior intention. Research design, data, and methodology - The study methods of empirical investigation are as follows. First, this study selected for a study object the Suwon Paldalmun Gate Market to represent the cultural tourism market, and general traditional markets to represent the non-cultural tourism market. This study also conducted personal interviews in order to increase the response rate and collected a total of 418 responses between March 18, 2014 and April 05, 2014. The total of 418 responses used for this study excluded 14 responses that had either misleading information or missing values. Results - This study verified the perceived differences of service quality based on traditional market specialization through an independent sample t-test. It appeared that the perceived service quality of the cultural tourism market was generally higher than that of the non-cultural tourism market. This study executed a path analysis in order to examine the effects of service quality factors on customer value, relationship quality, and behavior intention. This study also comprehensively analyzed the specialized market and non-specialized market separately. Although there were some differences among the results, the overall results were uniform. It appeared that convenience, reliability, and empathy, among the service quality factors, exerted meaningful effects on customer value. On the other hand, convenience, reliability, responsiveness, and empathy, excluding the tangibles, exerted meaningful effects on the relationship quality. In addition, it appeared that all service quality factors exerted meaningful effects on the customer value, relationship quality, and behavior intention. Therefore, the study verified that all of the hypotheses formulated in the study were generally adopted. Conclusions - The implication of this study may be classified into academic and practical implication as follows. With respect to the academic implication, it seems that this study is among the early studies to verify the differences between the cultural tourism market and the non-cultural tourism market. The practical implication of this study is that the perceived service quality, such as convenience, reliability, responsiveness, and tangibles, excluding empathy, was higher in the cultural tourism market than in the non-cultural tourism market. This means that customer satisfaction is enhanced by governmental aid such as hardware, software, and information and communications technology.
- keywords
- Traditional Market, Service Quality, Customer Value, Relationship Quality, Behavioral Intention
Reference
Anderson, J. C., & Narus, J. A. (1984). A Model of the Distributor’s Perspective of Distributor-Manufacturer Working Relationships. Journal of Marketing, 48(4), 62-74.
Baek, Mi-Young, & Han, Sang-Lin (2007). Analysis of Usage Motivation and Repeat-Using Intentionin Mobile Social Commerce. Korean Journal of Business Administration, 8(2), 79-103.
Bauer, H. J., Grether, M., & Leach, M. (2002). Building Customer Relations Over the Internet. Industrial Marketing Management, 31(2), 155-163.
Bendall, D. L., & Power, T. L. (2004). The Impact of Structure and process Attributes on Satisfaction and Behaviral Intention. Journal of Service Marketing, 18(2), 114-121.
Bolton, R. N., & Drew, J. H. (1991b). A Multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(3), 375-384.
Boulding, W., Staelin, R., Kalra, A., & Zeithaml, V. (1993). A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-27.
Byun, Jeoung-woo, & Seo, Hyoun-Suk (2010). The Effect of Multi-dimensional Service Convenience on Perceived Value, Satisfaction and Behavior Intention. Korea Academic Society of Hotel Administration, 19(1), 55-72.
Chang, Ji-Eun (2003). A Study on the Effect of an Environment Improvement Project in a Traditional Market. Department of Real Estate Graduate School, Chuncheon, Korea:Kangwon National University.
Chung, Kum-Ho (2010). A Study of the Importance-Performance Variation of User's Evaluation for Traditional Markets by Facilities Modernization. Review of Architecture and Building Science, 12(4), 31-39.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality : A Reexamination and Extension. Journal of Marketing, 56(7), 55-68.
Crosby, L. A., Kenneth R. E., & Deborah C. (1990). Relationship Quality in Service Sellings : An Interpersonal Influence Perspective. Journal of Marketing, 54(7), 68-81.
Dodds, W. B., Monroe K. B., & Grewal, D. (1991). Effect of price, brand and store information on subjective product evaluation. Advances in Consumer Research, 12(3), 85-90.
Engel, A. K., Koning, P., Gray, C. M., & Singer W. (1990). Stimulus-dependent neuronal Oscillations in Cat Visual Cortex : Intercolummar Interaction as Determined by Cross-Correlation Analysis. Eur J Neurosci, 2(1), 588-606.
Engel J. F., Blackwell, R. D., & Miniard, P. W. (2005). Consumer Behavior (10th ed.). Orland, FL: The Dryden Press.
Garvin, David A. (1984). What Does Quality Mean?. Sloan Management Review, 26(1), 65-76.
Gill, G., Byslma, B., & Ouschan, R. (2007). Customer perceived value in a cellar door visit; The impact on behavioral intention. International Journal of Wine Business Research, 19(4), 257-275.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). Dyadic Study of Interpersonal Information Search. Journal of the Academy of Marketing Science, 26(2), 83-100.
Grӧnroos, C. (1984). A service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
Han, Sang-Lin, Lee, Jong-Won, & Moon, Ji-Hyo (2015). Estimating a value of culture tourism oriented traditional market for traditional market channel policy: focused on the Travel Cost Method. Korea Distribution Association, 20(2), 65-93.
Hansen, R. A., & Deutscher, T. (1997). An Empirical Investigation of Attributes Importance in Retail Store Selection. Journal of Retailing, 53(4), 59-72.
Henning-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding An Relationship Marketing Outcomes :Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-247.
Holbrook, M. B. (1994). The Nature of Customer Value: An Axiology of Services in the Consumption Experience in Service Quality : New Directions in Theory and Practice. Roland T. Rust and Richard L. Oliver. 2eds. Thousand Oaks, CA : Sage Publications, Inc, pp.21-71.
Hong, Keong-Gu (2008). Effect of Environmental Renewal Project on Traditional Retail Market on the Customer's Viewpoint - The Case of Yeongchun Public Market in the City of Yeongchun. Journal of the architectural institute of Korea Planning & Design, 24(11), 235-244.
Hong, Myeong-An (2010). A study on the activation plan for traditional market. The Graduate School of Public Policy, Seoul, Korea: Hanyang University.
Hur, Jae-Wan, & Song, Nam-Heon (2009). Effects of the Traditional Market Improvement Project - Focusing on the Gwang-Myeong traditional market. Journal of the Korean Regional Economics, 7(12), 131-149.
Jang, Hyung-Yu (2006). The effects of service quality on relationship quality involving satisfaction and trust: focused on the moderating effects of switching cost on customer Loyalty. Journal of the Korea Service Management Society, 9(2), 229-254.
Jung, Jin-Woo (2004). The Effect of Room Service Menu and Price to the Customer Value and Customer Satisfaction. Journal of Tourism and Leisure Research, 16(1), 189-201.
Kim, Joon-Hwan, & Kim, Hyun-Soon (2013). A Study on difference of shopping behavior between super store and traditional market customer-The Case of Residents in Metro-politan Area. Residential Environment Institute of Korea, 11(1), 63-75.
Kim, Pan-Jin, Kim, Kyeong-Cho, Nam, Koong-Seok, & Youn, Myoung-Kil (2009). A Study on the Customers'Awareness for Modernizing he Facilities of Traditional Market. Journal of Distribution Science, 17(1), 55-70.
Kim, Hea-Gon (2007). A Study on the Effects of the Choice Criteria of Large-Scale Discount Store Loyalty. Department of Business Administration Graduate School, Gyeonggi, Korea: Dankook University.
Kim, Hwa-Jin, Lee, Seung-kon, & Han, Jin-soo (2011). A Study on the Effects of Service Quality Factors on Customer Value and Customer Satisfaction According to Airline Class Types. International Journal of Tourism and Hospitality Research, 25(1), 235-252.
Kim, Heung-Ryel, & Heo, Chung-Uk (2012). The Relationships among Tourist Attractiveness, Satisfaction, and Behavioral Intention of Culture Tourism Oriented Traditional Markets. Tourism Study, 26(6), 141-155.
Kotler, P., & Keller, K. L. (2007). Marketing Management (12th ed.). Upper Saddle River, NJ: Pearson Education Inc.
Kotler, P., & Armstrong, G., Wong, V., & Saunders, T. (2008). Principle of Marketing (5th ed.). Harlow : Pearson Education.
Lee, Hak-sil, & Kim, Young (1999). Service Quality and Service Value. Asia Marketing Journal, 1(2), 77-99.
Lee, Mi-Hye (2009). The Study on the Effect of Customer Value, Customer Satisfaction and Intention of Relations on Family Restaurants Event. Tourism Study, 24(2), 21-43.
Lee, Soo-Won, Lee, Woo-Won, & Kim, Joong-Wha (2011). A Study on the Influence of Co-op Shopkeepers` Leader`s Leadership on Shopkeepers` Own Leadership and Innovative Behaviors in the Korean Traditional Market. The Korean-Japanese Journal of Economics and Management Studies, 51(3), 187-216.
Macintosh, G. (2007). Customer Orientation, Relationship Quality and Relational Benefits to the Firm. Journal of Service Marketing, 21(3), 150-159.
Mohr, J., & Spekman, R. (1994). Characteristics of Partnership Success : Partnership Attributes, Communication Behavior and Conflict Resolution Techniques. Strategic Management Journal, 15(2), 135-152.
Oh, H. (2000). Diner's perceptions of quality, value, and satisfaction:a practical viewpoint. the Cornell HRA Quartely, 41(3), 58-70.
Oliver, R. L. (1997). Satisfaction : A Behavioral Perspective on the Consumer. NY: Irwin McGraw-Hill.
Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(spring), 12-40.
Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1991). Refinement and reassessments of SERVQUAL scale. Journal of Retailing, 67(winter), 420-450.
Parasuraman, A,, Zeithmal, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Fall), 423-451.
Park. Seong-Yong, Lee, Sang-Ho & Oh, Tae-Hyun (2001). The Study on the impact of the Large Discount Store Entry on Conventional Market and on Methods of Revitalization of Conventional Market. Korean business review, 14, 95-128.
Rho, Jin-Ok (2001). An Empirical Study on the Effect of Medical Service Value on the Medi-cal Customer Satisfaction. Department of Business Administration Graduate School, Busan, Korea: Kyungsung University.
Ryu, K., Han, H., & Kim, T-H. (2008). The Relationships among Overall Quick-Casual Restaurant Image, Perceived Value, Customer Satisfaction and Behavioral Intentions. International Journal of Hospitality Management, 27(3), 459-469.
Seo, Jung Suk (2012). Effects of Perceived Benefits and Costs of Traditional Market Aid on Relationship Quality and Support of Marketeer. Department of Business Administration Graduate School, Seoul, Korea: Sejong University.
Shin, Chang Ho, & Moon, Kyung Ii (2004). An Implication of Tokyo Shopping Street`s Revitalization Strategies to Traditional Markets. The Korean Association of small Business Studies, 26(3), 55-78.
Son, Hwa-Jung, & Joo, Hyun-Sik (2008). The Effects of Hotel Customer Perceived Value, Customer Satisfaction and Switching Costs on Behavioral Intention. Korea Academic Society of Hotel Administration, 10(3), 116-129.
Song, Yoon-Heon, & Shim, Jin Bo (2006). The Performance of Service and Relationship Quality. Korean management review, 35(4), 1261-1280.
Sung, Hyung-Suk, & Han, Sang-Lin (2007). A Study on Service Quality, Relationship Quality, and Revisiting Intention in the Korean Traditional Market-Focusing on the moderate effects of experience and variety seeking. Journal of Channel and Retailing, 12(1), 85-104.
Sweney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multi item scale. Journal of retailing, 77(2), .203~220.
Woodruff, R. B. (1997). Customer Value : The Next Source for Competive Edge. Journal of the Academy of Marketing Science, 25(2), 139-153.
Yoo, Su-yeon, Ryu, Han-Chul, Shin, Seung-yeub, & Joung, Moon-sik (2009). An Empirical Study on Revitalization Marketing of Traditional Markets: Focused on Consumers and Merchants of Paju City. Korea Distribution Association, 317-344.
Yoon, Hyung-Ho, & Lee, Eui-Young (2009). The Analysis of Factors Determining Sales Growth of Traditional Market Places. The Korean Association of small Business Studies, 3193, 55-72.
Zeithmal, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of marketing, 52(7), 2-21.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations