환적항 관계지속의도 결정요인 및 항만인센티브제도의 조절효과분석

Analysis of Moderating Effect of Port Incentive on the Determinants of Relationship Continuity Intention of Transhipment Port: Focusing on the Shipping Liners using Busan Port

The competition among hub ports has significantly caused the shipping liner to change the port of call as well as the selection of the port. Especially for the transhipment cargo, this trend has made it difficult for the port authorities to keep the shipping liners at their ports. In turn, this has led the port marketers to have an interest in the defensive marketing strategies. Therefore, Korean major port authorities including Busan has made and implemented the port incentive regime as an defensive marketing strategy. Our research suggests the conceptual model for the determinants of the relationship continuity intention and the effect of the port incentive for the transhipment cargo, and a set of hypotheses was derived. Questionnaires are distributed to 27 shipping liners which cover the Busan port. The results reveal that relationship quality variables such as trust and dependence have a significant influence on the relationship continuity intention and the relationship quality factors are also influenced by the port attractiveness factors. And the results find that the port incentive can improve the liners’ performance and the performance has an influence on the liners’ incentive satisfaction. Furthermore, it is found that port incentive has an moderating effect on the relationship between the dependence and the liners’ relationship continuity intention.