가치자산과 고객충성도의 관계에서 관계자산의 매개효과

• 영문명: The Mediating Effects of Relationship equity on the Relationship between Value Equity and Customer Loyalty
• 발행기관: 관광경영학회
• 저자명: 하용규 강상묵
• 간행물 정보: 『관광경영연구』제17권 제2호, 327~343쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

This study aims to investigate the effects of value equity on relationship equity and customer loyalty in the hotel industry. To achieve this purpose, questionnaire was developed based on previous studies and data were collected by customers in the hotel industry. Then the data and hypotheses were examined using SPSS12.0. The result of this study shows that value equity has a direct effect on the relationship equity and customer loyalty. And it has been found that the relationship equity has a mediating effect between value equity and customer loyalty. These findings suggested fundamental data for hotel's relationship marketing strategy to attract customers. The contribution and limitations of this research were discussed and the future possible researches were mentioned.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구조사 설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Value equity Relationship equity Customer loyalty Relationship marketing.