대형항공사에서의 기업역량과 CSR 활동이 브랜드 애착과 전환비용 및 지속이용의도에 미치는 영향

• 영문명: Effects of Corporate Ability and CSR Activities on Brand Attachment, Switching Cost and Repurchase Intention in Major Airlines of Korea
• 발행기관: 관광경영학회
• 저자명: 하동현
• 간행물 정보: 『관광경영연구』제21권 제6호, 727~756쪽, 전체 30쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2017.11.30

영문 초록

This paper explores how customers' perceptions of firms' corporate ability and corporate social responsibility(CSR) determine brand attachment and repurchase intention as users of major airlines services in Korea. Specifically it proposes a model where corporate ability and CSR positively determine switching costs, brand attachment and repurchase intention. It also proposes that brand attachment determines switching cost and repurchase intention. To test this model, structural equation modelling is employed on a sample of 300 customers who experienced major airline boarding more than 1 time. Results show that corporate ability contributes to achieving not switching cost, but brand attachment and repurchase intention and that CSR activities contribute to achieving not switching cost and repurchase intention, but brand attachment. Based on these results, theoretical and managerial implications and limitations of findings are discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Corporate Ability Corporate Social Responsibility Brand Attachment Switching Cost Repurchase Intention Major Airline Company