재래시장의 서비스품질이 서비스가치, 고객만족, 행동의도에 미치는 영향 = 지각된 즐거움과 상인의식의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

This study tested the influence of service quality on customer behavior intentions in the traditional market. Service qualities in the traditional market such as tangibles, reliability, responsiveness, convenience, empathy are analyzed as independent variable and customer behavior intentions are analyzed as dependent variable. Also, service merchant consciousness are moderating variable. The several traditional markets in Chungcheong province were chosen to verify the hypothesis. I verified each hypothesis on the basis of empirical analysis and the results of this empirical analysis are as follows. First, tangibles, reliability, and empathy had positive effect on service value in the traditional market. Second, tangibles, reliability, and responsiveness had positive effect on customer satisfaction. Third, as the result of verifying the relationship between service quality and customer behavior intentions in the traditional market, only empathy had positive effect. Fourth, as the result of verifying the relationship between service value and customer behavior intentions in the traditional market, there was no significance. Fifth, as the result of verifying the relationship between customer satisfaction and customer behavior intentions in the traditional market, there was significance. These results mean that customer satisfaction has a positive influence on revisiting and the word of mouth. So the managers who are concerned with the traditional market operation should do their best to satisfy customer satisfaction. Sixth, according to degree of perceived pleasure, service quality in the traditional market had positive mediating effect on service value. But service quality in the traditional market had no mediating effect on customer satisfaction. Lastly, according to degree of merchant consciousness, service quality in the traditional market had positive mediating effect on service value and customer satisfaction.