Relationship between Public Service Satisfaction and Intention of Continuous Residence of Younger Generations in Rural Areas: The Case of Jeonbuk, Korea

Abstract

This study examines the population decline of younger generations in rural areas, the factors that influence the intention of continuous residence, and how these influences differ based on regional economic potential. Previous studies on intention of continuous residence lack some discussion of the role of local governments. Therefore, satisfaction with public services provided by local governments was considered as a main factor. Specifically, this study analyzed the effect of public service satisfaction on intention of continuous residence and compared this influence according to regional economic potential. This study selected respondents aged between 25 and 49 years in Jeonbuk Province, Korea. Data were collected from 980 people through an online survey, and multistage stratified sampling based on the number of residents by district and resident ages was applied to the sample design. To test the hypothesis, the study conducted a moderating effect analysis using the categorical moderator reflected by regional economic potential. The empirical analysis shows that housing support and residential environment management of public service satisfaction had positive effects on intention of continuous residence. Housing support services in particular had a stronger influence. In addition, the effect of housing support on intention of continuous residence was further strengthened in regions with low economic potential. The results of this study provide policy implications for developing countries facing a population decline in rural areas due to regional disparities between urban and rural areas.