Click & Mortar 여행사에서 전환비용과 신뢰의 전이가 고객 e-애호도에 미치는 영향

• 영문명: The Effect of Switching Costs and Trust Transfer to Customer e-Loyalty in the Click and Mortar Travel Agency
• 발행기관: 한국관광학회
• 저자명: 김정만 임성택
• 간행물 정보: 『관광학연구』제33권 제4호, 191~208쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.08.31

영문 초록

Recently Click-and-Mortar travel agency are suffering from difficulties in both offline and online channels. Therefore, primary strategic objective of Click-and-Mortar companies is focused on how to retain customers in offline and online channels. In this sense, I investigate to find crucial factors affecting the customer retention such as customer repurchase intention and customer e-loyalty. I found through the literature survey that the crucial factors is trust transfer, switching cost. For this research issue, I performed a field survey in which 230 valid questionnaires were collected from the Click-and-Mortar travel agency users. The study found that trust transfer and switching cost are important factors in forming customer repurchase intention and customer e-loyalty. And uncertainty cost and sunk cost in switching cost had a positive impact on e-loyalty. Lastly, applications and related limitations are discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경과 연구가설

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

클릭 & 몰타르 전환비용 신뢰의 전이 Click & Mortar Switching cost Trust transfer