고객신뢰가 전환장벽과 고객유지에 미치는 영향 -서울시 특급호텔 레스토랑 고객을 중심으로-
분야
사회과학 > 관광학
저자
김성대 ( Sung Dae Kim )
발행기관
관광경영학회
간행물정보
관광경영연구 2012년, 제52권 65~78페이지(총14페이지)
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31600782.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    This study analyze the effects of customer maintain using the customer trust and switching-barrier as independent variables respectively. There were three hypotheses tested: 1) the relations between customer trust and switching-barrier. 2) the relations between customer trust and customer maintain, 3) the relations between switching-barrier and customer maintain. Total 280 respondents were surveyed by personal self-administration questionnaire at the five-star restaurants in Seoul between 2012.3.20. - 4.5. Purposive sampling technique was applied. The Principle Component Analysis (PCA) method was used as statistical data analysis. Three major results were founded. First, the effect of customer trust to the switching-barrier was positively accepted. Second, the relations between customer trust and customer maintain also proved in positive way. Third, the effect of switching-barrier toward customer maintain was strongly proved. The research results imply that various custom-made items will be recommended matching with the needs of individual customer, such as accuracy of reservation, satisfaction of desires, price, and promise fulfillment to provide trust toward the customers from the side of hotel.
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