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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제15권 제4호
발행연도
2017.1
수록면
41 - 57 (17page)

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Purpose - With the growth of the duty free shop field and an increase in the executive interest in it, it becomes necessary to examine if PBZ (1988) SERVQUAL could be applied to duty free shop service reflecting on this increased interest and the importance of marketing strategy alternative managing multinational customers. Therefore, the present research focused on the comparison of Korean and Chinese consumers. We examined how service quality would affect relationship quality and customer loyalty. Research design, data, and methodology - Surveys were distributed to 235 Korean and 220 Chinese consumers who have visited a Korean duty free shop. We analyzed frequency analysis, mean difference analysis, and reliability analysis, exploratory factor analysis, confirmatory factor analysis, structural equation model analysis, and multi-group analysis. Results - First, perceived tangibles, responsiveness, empathy, assurance, price benefits, product diversity, and IT convenience of duty free shop service all appeared to be positive effect on customer satisfaction; at the same time, only tangibles, responsiveness, empathy, assurance, and price benefits positively affected customer trust. Secondly, customer satisfaction and trust that are the components of the relationship quality appeared to be positive effect on customer loyalty. Thirdly, customers' satisfaction was found to play a full mediating role effect among all of the service quality factors with customer loyalty; however, customer trust was found to have the mediating effects only with tangibles, empathy, assurance, and price benefits. Fourthly, we found a difference between how service quality influences relationship quality and how service quality influences customer loyalty as a function of different nationality. As a result, it appeared that price benefits and IT convenience affected customer satisfaction more among Koreans than among Chinese. Finally, it appeared that customer satisfaction and trust affected customer loyalty more among Chinese than among Koreans. Conclusions - The results of this study contribute to the theoretical knowledge, but also provide strategic alternatives to enhance differentiation, international competence of enterprises led by duty free shop and service quality improvement and customer loyalty of enterprises are drawn as a foundation for constructing international customer relationship in future global era.
#Duty Free Shop #Service Quality #Relationship Quality #Customer Loyalty.

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참고문헌 (24)

참고문헌 신청
Akbaba, A. / 2006 / Measuring service quality in the hotel industry : A study in a business hotel in Turkey / International Journal of Hospitality Management 25 (2) : 170 ~ 1 google schola Al-Alak, B. A. / 2014 / Impact of marketing activities on relationship quality in the Malaysian banking sector / Journal of Retailing and consumer Services 21 (3) : 347 ~ 356 google schola Bae, B. R. / 2011 / Structural Equation Modeling with Amos 19-Principles and Practice / Cheong-Ram Books google schola Brady, M. K. / 2001 / Some new thoughts on conceptualizing perceived service quality : A Hierarchical Approach / Journal of Marketing 65 (3) : 34 ~ 49 google schola Buttle, F. / 1996 / SERVQUAL : review, critique, research agenda / European Journal of Marketing 30 (1) : 8 ~ 32 google schola

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