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Relationship among Social Exchange Point of View and Customer Citizenship behavior in the Festival Participants' Perception -Focused on the Boryeong Mud Festival-

축제참가자가 지각하는 사회교환관점과 고객시민행동 간의 관계 -보령머드축제를 중심으로-

  • 유도재 (백석예술대학교 관광학부) ;
  • 전정아 (백석예술대학교 관광학부) ;
  • 송민수 (백석예술대학교 관광학부)
  • Received : 2011.11.25
  • Accepted : 2011.12.30
  • Published : 2012.02.28

Abstract

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, perceived support of customers, 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.

Keywords

Customer Citizenship Behavior;Social Exchange Point of View

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