호텔기업의 고객화가 고객충성도와 재구매 의도에 미치는 영향

• 영문명: The Effects of Customization on the Customers' Loyalty and Repurchase Intention in Hotel Firms. : Focused on Mediating Effects of Customers' Trust
• 발행기관: 관광경영학회
• 저자명: 하용규 강상묵 박승식
• 간행물 정보: 『관광경영연구』제15권 제4호, 287~307쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.12.31

영문 초록

This study tried to verify the influence how the customization affect on customer loyalty and repurchase intention, these are essential factors for the customers to evaluate service in experience to the hotel industry. Also, the practical analysis has been done by customers who had ever used hotel restaurants located in Seoul to cross-check how the customer trust affect mediating effects on the relationships between customization and customer loyalty and repurchase intention. The results of the practical analysis discovered that the customization and the customer trust make influence on customer loyalty and repurchase intention. And the Customer Trust affect mediating effects on the relationships between customization and customer loyalty, repurchase intention. The ultimate results of this study brings up the new direction in ways the training of the hotel employees and customer relationship marketing in management of the hotel restaurants.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구조사 설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Customization Customer trust Customer loyalty Repurchase intention