A Study on the Antecedent and Consequences of Customer Value: Focused on Overseas Tourism

Abstract

Although customer value is a strategic tool crucial to attracting and retaining customers, the tourism sector does not investigate much of this topic. The objective of this study is to contribute to the tourism literature by identifying the relationship between tourism motive, customer value, customer satisfaction, and customer loyalty. The structural equation of AMOS 18.0 was used for hypothesis testing and the sample was 227 respondents who have traveled in Southeast Asia. The findings of the empirical analysis are as follows. First, the push and pull factors of tourism motive have positive effects on customer value. The pull factor has a little more influence on customer value than the push factor does. Second, the sub-dimension of customer value is composed of economic value, emotional value, and uniqueness value, and economic value is most importantly evaluated. Customer value has a positive effect on customer satisfaction and customer loyalty. Customer value has more influence on customer satisfaction than customer loyalty. Third, customer satisfaction has a positive effect on customer loyalty. Therefore, it is confirmed that customer value is a key variable to improve customer satisfaction and customer loyalty in tourism sector, and that tourist motive is the starting point.