마일리지 프로그램, 선택속성, 전반적인 만족도 그리고 브랜드 충성도 간의 영향관계

• 영문명: The Mutual Cause-Effect Relationships among Mileage Program, Selection Attributes, Overall Satisfaction and Brand Loyalty: Based on Beer Bars
• 발행기관: 한국관광학회
• 저자명: 김연선 곽강희 소국섭
• 간행물 정보: 『관광학연구』제31권 제5호, 225~246쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.10.31

영문 초록

The objective of this study is to examine the mutual cause-effect relationships among mileage program, selection attributes, overall satisfaction and brand loyalty in a beer bar. Based on literature review, the following hypotheses were proposed: H1. Selection attributes for beer bar will significantly influence overall satisfaction, H2. Overall satisfaction will significantly influence the brand loyalty, H3. Overall satisfaction plays as a mediating role between selection attributes and brand loyalty, H4. Overall satisfaction will be different by a reward method of mileage program, H5. Overall satisfaction will be different according to the number of times of rewarding. H6. Brand loyalty will be different depending on the perception of mileage program in a bar, H7. Brand loyalty will be different according to the performance of mileage program in a bar. As a result, effective mileage program was needed for beer bar. Futhermore, detailed information for suppliers to manage their own bars was implicated.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 기초분석 및 가설검정

V. 결론 및 제언

참고문헌

키워드

선택속성 마일리지 프로그램 전반적인 만족도 브랜드 충성도 Selection attributes Mileage program Overall satisfaction Brand loyalty