관광서비스에 있어 고객 간 상호작용과 고객 동질성이 고객만족에 미치는 영향

• 영문명: The Influence of Customer-to-Customer Interaction and Customer Homogeneity on Customer Satisfaction in Tourism Service: in Terms of Moderating Effect of Service Provider's Arbitration
• 발행기관: 한국관광학회
• 저자명: 홍민정 조용현
• 간행물 정보: 『관광학연구』제37권 제4호, 233~256쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.05.31

영문 초록

The purpose of this study is to identify the detailed factors that form customer-to-customer interaction that occurs during tourism service, and examine the relationship between customer-to-customer interaction, customer homogeneity and customer satisfaction. The research was carried out to investigate Korean tourists traveling abroad on package tours. As a result, customer-to-customer interaction was broken down into five behavioral factors which include discourteous, biased, ostentatious, externally unpleasant, and sociable behavior. The results showed that Sociable behavior had a positive influence on customer satisfaction, whereas discourteous, biased and ostentatious behavior displayed negative influence on customer satisfaction Customer homogeneity in social status, intellectual level, preference for optional tour items and marital status had a positive influence on customer satisfaction. Finally, the effect of biased and ostentatious behavior on customer satisfaction showed changes according to the level of arbitration by the tour guide, which proves the validity of the moderating effect. Based on the empirical analysis results, academic and practical implications are proposed.

목차

I. 서론

II. 연구의 이론적 배경

III. 연구방법

IV. 실증분석

V. 결론

참고문헌

키워드

고객 간 상호작용 동질성 고객 만족 개입 Customer-to-customer interaction Homogeneity Customer satisfaction Arbitration