화장품매장의 만족도가 한국의 이미지에 미치는 영향:방한 중국인 관광객을 대상으로 (The Effects of the Cosmetic Store Satisfaction on Korea Image :Focusing on Chinese Tourists)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 29권 / 10호 / 183 ~ 200페이지
· 저자명 : 정완용, 이관표, 권상미

초록

The objectives of the study are to examine the effect of service quality of cosmetic store on Chinese tourist's satisfaction, and to identify the influence of the satisfaction on word of mouth, revisit intention and Korea image. Additionally, it is to identify the impact of the word of mouth and the revisit intention on the Korea image. The questionnaires were distributed to Chinese tourists from Jan. 15 to Feb. 15, 2017 by using online survey in China. Two hundred seventy nine questionnaires out of three hundred were collected. It showed 93% of response rate and the data were used for further analyses. Four factors were resulted from service quality of cosmetic store by using factor analysis such as 'tangible', 'reliability', 'responsiveness,' 'empathy'. To identify the relationship among service quality, satisfaction, word of mouth, revisit intention and Korea image, regression analysis was applied. The results are as follows. First, service quality of cosmetic store(tangible, reliability, empathy, responsiveness) had partially significant effects on satisfaction. Second, the satisfaction had significant effects word of mouth and revisit intention. Finally, the satisfaction, the word of mouth and the revisit intention had signigicant impacts on Korea image.

영어초록

The objectives of the study are to examine the effect of service quality of cosmetic store on Chinese tourist's satisfaction, and to identify the influence of the satisfaction on word of mouth, revisit intention and Korea image. Additionally, it is to identify the impact of the word of mouth and the revisit intention on the Korea image. The questionnaires were distributed to Chinese tourists from Jan. 15 to Feb. 15, 2017 by using online survey in China. Two hundred seventy nine questionnaires out of three hundred were collected. It showed 93% of response rate and the data were used for further analyses. Four factors were resulted from service quality of cosmetic store by using factor analysis such as 'tangible', 'reliability', 'responsiveness,' 'empathy'. To identify the relationship among service quality, satisfaction, word of mouth, revisit intention and Korea image, regression analysis was applied. The results are as follows. First, service quality of cosmetic store(tangible, reliability, empathy, responsiveness) had partially significant effects on satisfaction. Second, the satisfaction had significant effects word of mouth and revisit intention. Finally, the satisfaction, the word of mouth and the revisit intention had signigicant impacts on Korea image.

참고자료

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