서비스 전환행동 및 비용에 관한 연구

• 영문명: The study on service switching behavior and costs: CIT of restaurant customers
• 발행기관: 한국관광학회
• 저자명: 이정학
• 간행물 정보: 『관광학연구』제33권 제5호, 343~361쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.10.31

영문 초록

The purpose of this study was to analyze service switching behavior and its consequent costs among restaurant customers. The critical incidents technique(CIT) was used to illustrate and classify 437 restaurant customers' switching behavior and costs. Results reveal that core service failure was the most critical reason in the restaurant customers' service switching behavior. Confidence benefits were the most significant cost in service switching behavior. Confidence benefits and social benefits were shown to result in recurring business, although special treatment benefits were not related to customer loyalty. These results suggest that restaurant managers need to improve core service and retain customers by providing confidence and social benefits.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 방법

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

전환행동 전환비용 CIT 관계마케팅 Switching behavior,Switching costs,CIT(Critical incident technique),Relationship marketing