관광박람회의 고객자산 동인이 고객 충성도에 미치는 영향

• 영문명: Examining the Customer Equity Driver Influence on Customer Loyalty in a Travel Fair: A Focus on the Mediating and Moderating Role of Involvement
• 발행기관: 한국관광학회
• 저자명: 유광민 권유홍
• 간행물 정보: 『관광학연구』제38권 제2호, 33~56쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.03.31

영문 초록

This study investigated the customer equity driver's influence on customer loyalty in a travel fair. Customer loyalty is an important factor influencing corporate profits, as such the customer can be considered a corporatation's asset. It is the trend nowadays to increase customer equity, and 'customer equity' is a driver of this change. According to Rust et al. (2000; 2004), there exists three important customer equity drivers: value equity, brand equity, and relationship equity. This study focuses on the mediating and moderating role of involvement of the relationship between customer equity drivers and customer loyalty. Data was collected from 143 participating companies at the 2013 Naenara Travel Fair. Results support the mediating role of involvement in the causal relationship of customer equity drivers and customer loyalty. Regression analyses indicates that brand equity has a greater effect on customer loyalty than value equity or relationship equity. Practical implications and research recommendations are discussed.

목차

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 분석 결과

V. 논의 및 결론

참고문헌

키워드

관광박람회 고객자산 동인 관여도 고객 충성도 매개효과 조절효과 Travel mart Customer equity driver Involvement Customer loyalty Mediating effect Moderating effect