서비스 고객유형별 추구관계 효익의 차이 분석

• 영문명: An Analysis of Relational Benefits Sought by Various Customer Types
• 발행기관: 관광경영학회
• 저자명: 이화인
• 간행물 정보: 『관광경영연구』제16권 제1호, 151~171쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

This study investigated the links between personal characteristics and the relational benefits sought by service customers. Service customers were categorized into 3 groups of innate characteristics: namely, task-oriented, interaction-oriented, and self-oriented. It was found that social benefits were most importantly sought by interaction-oriented customers,while financial benefits and customization benefits were mainly sought by task-oriented customers and self-oriented customers, respectively. The influence of the perceived relational benefits on the service value perception was also found to be significantly different depending upon individual customers' traits. The results of this study indicate that the adaptive selling approach needs to be adopted in customer retention strategy

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구가설 및 모형

Ⅳ. 연구방법

Ⅴ. 분석 및 결과

참고문헌

키워드

Relational benefits Customer characteristics Adaptive selling.Customer typology Perceived service value