도시 이미지가 행정만족도, 도시 충성도에 미치는 영향 : 지역 자부심의 조절 효과 (The Effect of City Image on Public Administration Satisfaction and City Loyalty: Moderating Effect of Regional Pride)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 22권 / 3호 / 39 ~ 67페이지
· 저자명 : 김도헌, 김상덕

초록

국가의 인구 감소와 경제 침체로 인하여 각·시도별 도시의 활성화를 위하여 많은 노력을 하고 있다. 그에 따라 학문적으로도 도시 마케팅, 도시 이미지, 행정 만족도 관련 다양한 연구들이 진행되고 있다. 본 연구에서는 창원시민 대상으로 설문 조사를 통해 도시 이미지가 행정 만족도와 도시 충성도에 미치는 영향을 규명하고 각 영향에 대한 지역 자부심의 조절효과를 규명하고자 하였다.
200명의 창원시민을 표본으로 자료 수집을 하였으며, SPSS 프로그램을 통한 신뢰성, 탐색적 요인분석을 하고 AMOS 패키지를 사용하여 확인적 요인분석 및 구조방정식 모델 분석을 진행하였다.
분석 결과 시민친화적 이미지는 행정 만족도에 유의한 正의 영향을 미쳤으며, 쾌적한 이미지와 시민친화적 이미지는 도시 충성도에 유의한 正의 영향을 미쳤다. 쾌적한 이미지와 포용적 이미지가 행정 만족도에 미치는 영향은 負의 영향을 미쳤다. 포용적 이미지는 도시 충성도에 유의한 영향을 미치지 않았다.
조절 효과 모형에서는 시민친화적 이미지가 행정만족도에 미치는 영향의 지역 자부심의 조절효과는 조절효과가 나타났으며 지역자부심이 높은 집단이 낮은 집단보다 더 강한 正의 영향을 나타내었다. 쾌적한 이미지가 행정만족도에 미치는 영향에 대한 지역 자부심의 조절 효과는 조절효과는 나타났으나 지역 자부심이 낮은 집단이 높은 집단보다 더 높은 경로계수를 나타내어 가설은 기각되고 방향성은 나타났다. 포용적 이미지가 행정 만족도에 미치는 영향의 조절효과와 쾌적한 이미지, 시민친화적 이미지, 포용적 이미지가 도시 충성도에 미치는 영향의 조절효과는 유의한 차이를 나타내지 않았다.

영어초록

A context of increased competition between territories for attracting investments and people has led the cities to implement city marketing strategies. Those strategies should be adapted in order to fit the cities’ requirements and needs, consequently city managers and planners have to be initiated to those techniques. The city’s image is a central item here. Every possible asset of the city should be enhanced to improve people’s perception of the city.
The purpose of the present study was to identify the main effects that city image had on public administration satisfaction and city loyalty. We needed then an insight of citizen’s perception of the city. Also we wanted to investigate the moderating role of citizen's pride for the city. Research model is as follows.
For the purpose of empirical testing, A survey was conducted on the Changwon citizens. Interviewers conducted a questionnaire survey using his personal interview method at the KTX station and express bus terminal with a large floating population. We designed a questionnaire and got 200 valid responses from Changwon city. Respondents’ profiles are as follows. The age group was the highest in their 40s and 50s. 86% of respondents have lived for more than ten years. Family monthly income was the highest in 301-400 million Won. It was judged as a representative sample of Changwon citizens.
The findings can be used as simple pieces of advice for the city managers and planners of local city. We verified variable by conducting reliability and exploratory factor analysis by SPSS program, and conducted confirmatory factor analysis and structural equation modeling to deduce results by AMOS program. Results indicated that citizens friendly image had positive effects on public administration satisfaction, then both pleasant image and citizen friendly image had positive effects on city loyalty. pleasant image and magnanimous image had negative effects on administration satisfaction. magnanimous image had no significant effect on city loyalty.
For moderating effects model, citizen’s pride had positive moderating effects on the relationship between citizen friendly image and public administration satisfaction. But it had negative moderating effects on the relationship between pleasant image and public administration satisfaction. and there is no moderating effects for citizen’s pride between magnanimous and administration satisfaction. also there is no moderating effects for citizen’s pride between city image(pleasant image, citizen friendly image, magnanimous image) and city loyalty.
Implications are as follows. First, citizens friendly image had strong positive effects on administration satisfaction. this meaning is that local government should place emphasis on policy of citizens friendly image. local government endeavor to improve service for citizens, make good environment for business, and create interesting things for citizen.
Interesting things are that pleasant image and magnanimous image had negative effects on public administration satisfaction. Meaning of relations between pleasant image and public administration satisfaction is that group of pleasant image among local citizens dissatisfied administration service. So local governments should endeavor to improve administration service. and promote to local citizens regarding local government make constant effort to improve pleasant environment of local city.
Also, magnanimous image had negative effects on public administration satisfaction. So local government endeavor to improve administration service for local citizens, and improve local economy than it consider another citizens or city. Pleasant image had strong positive effects on city loyalty. So, local government make effort to improve pleasant environment. Citizen friendly image also had positive effects on city loyalty So citizen friendly image had positive effect both public administration satisfaction. that meaning is that local government should attract enterprise by making enterprise friendly environment, and create public service for local citizens.
Regarding moderating effects, group of strong pride for city had more positive effects between citizen friendly image and public administration satisfaction. So local governments should make an effort to make citizens friendly, exciting, good business environment to improve citizen friendly image, and citizen’s pride.

참고자료

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