특1급 호텔의 고객관계마케팅 요인이 고객몰입에 미치는 영향

• 영문명: A Study on the Influence of Customer Relationship Marketing Factors on Customer Immersion at 5 Star Hotels: Trust and Relationship Volition As a Mediator
• 발행기관: 한국관광학회
• 저자명: 김인수
• 간행물 정보: 『관광학연구』제36권 제1호, 353~371쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.02.29

영문 초록

This research presents a customer relationship marketing strategics and verifies a comprehensive approach of mediating effects of relationship volition & trust to integrate customer relationship marketing for a hotel business model. Regression analysis was used to test the relationship variables, key variables, customer immersion and also to test the mediation effects of relationship volition and trust between relationship variables and customer immersion. Data were obtained from 244 hotel users in the Seoul Metropolitan area. The empirical findings of this study are: Firstly, relationship discontinuance cost affects relationship volition; Secondly, contact intensity affects trust; Thirdly, trust affects relationship volition; Fourth, relationship volition affects customer immersion; Fifth, trust affects customer immersion; Sixth, relationship volition has fully mediating effects between relationship discontinuance cost and customer immersion; Seventh, trust has no mediating effects between contact intensity and customer immersion.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

관계단절비용 접촉강도 신뢰 관계의지 고객몰입 Relationship discontinuance cost Contact intensity Trust Relationship volition Customer immersion