earticle

영어

Traditional markets go beyond the meaning of simply buying and selling goods, it is a place where local communities share and bond stronger. However, due to changes and transformations in the distribution structure, consumption patterns and commercial districts of urbanization, traditional markets have been steadily declining. The purpose of this study is to analyze the relationship between the modernization project of traditional markets and visitor satisfaction and loyalty by using service value as a parameter. A paper survey was conducted to visitors at the 1913 Songjeong Station Market. This study aims to clarify the structural influence of spatial and economic modernization of markets and to provide policy grounds and implications. Results showed that modernization of traditional markets positively affected visitor satisfaction while customer loyalty, which is an important factor in the revitalizing of traditional markets, was not significantly affected. However, because satisfaction can increase loyalty, new policies and programs that increase satisfaction should be arranged. Additionally, modernization had an indirect positive influence on satisfaction and loyalty through service value. The results of this study suggest that traditional market modernization projects should focus on improving service values from the early stages by developing spatial improvements and specialized economic programs.