리조트 이용객이 지각하는 고객 경험, 리조트 이용만족, 고객 행동의도 간 구조적 관계

• 영문명: The Structural Relationship among Customer Experience, Resort Use Satisfaction, and Customer Behavioral Intentions : The mediating effect of resort use satisfaction
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 신현기(Hyun Ki SHIN) 김병민(Byung Min KIM) 하채원(Chae Won HA)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제1호, 43~60쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.03.30

국문 초록

Purpose: According to previous studies, customer experience had a significant effect on consumer behaviors. In this perspective, this study investigates the structural relationship among customer experience, resort use satisfaction, and customer behavioral intentions, with focus on the mediating role of resort use satisfaction. Research design, data, and methodology: Data collected from 361 individuals who had experienced the resort service were analyzed using SPSS 29.0 and AMOS 29.0, involving frequency analysis, HTMT, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model testing. Result: Firstly, cognitive, and relational experiences had significant effect on resort use satisfaction. Secondly, resort use satisfaction had significant effect on customer behavioral intentions. Thirdly, resort use satisfaction had partial mediating effects in the relationship between customer experiences and customer behavioral intentions. Conclusion: This study academically confirmed the empirical link between customer experience and consumer behaviors. From a practical standpoint, it suggests the necessity of marketing activities that enhance customers’ perception of their experiences, as well as resort use satisfaction and customer behavioral intentions, through systematic CS education and management of the physical environment.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Analysis

5. Conclusions and Implications

References

키워드

고객 경험 리조트 이용만족 고객 행동의도 Customer Experience Resort Use Satisfaction Customer Behavioral Intentions CEM