지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 171 - 191 (21page)
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초록· 키워드
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It is said that securing new customers costs five times the amount it takes to attract existing customers, and in an intense competitive situation, maintaining existing customers rather than creating new ones may be significant in aiding business performance for a hotel enterprise.
Therefore, the purpose of this study is to inquire into how the hotel customers’ awareness of alternative customer attraction influences one’s Switching Intention, and to check if ‘friendship,’ which refers to the sense of closeness with customers, has a modifying effect between alternative attraction and Switching Intention.
Subjects of this study were customers who had experience using hotels, and a total of 250 questionnaires were distributed. Of them, 229 surveys were used as the final valid samples.
Upon investigation, firstly, 2 out of the 3 sub-factors of alternative attractions (quality appeal, economic appeal) were the only ones that had significant influence on Switching Intention. Secondly, when studying whether ‘friendship’ had a modifying effect in the relationship between alternative customer attraction and the Switching Intention, results showed that ‘friendship’ did not have a modifying effect on the relationship between alternative customer appeal and the Switching Intention.
목차
등록된 정보가 없습니다.
참고문헌 (34)
참고문헌 신청
Ajzen, I. / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50 (1) : 179 ~ 211
Allan, G. A. / 1979 / A Sociology of Friendship and Kinship / George Allen & Unwin
Allan, G. A. / 1989 / Friendship: Developing a Sociological Perspective / West view Press
Allen, N. J. / 1990 / The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization / Journal of Occupational Psychology 63 (1) : 1
Anderson, J. C. / 1990 / A Model of Distributor Firms and Manufacturer Firm Working Partnerships / Journal of Marketing 54 : 42 ~ 58
Allan, G. A. / 1979 / A Sociology of Friendship and Kinship / George Allen & Unwin
Allan, G. A. / 1989 / Friendship: Developing a Sociological Perspective / West view Press
Allen, N. J. / 1990 / The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization / Journal of Occupational Psychology 63 (1) : 1
Anderson, J. C. / 1990 / A Model of Distributor Firms and Manufacturer Firm Working Partnerships / Journal of Marketing 54 : 42 ~ 58
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