고객접점서비스가 고객만족과 재방문의도에 미치는 영향

• 영문명: The Effect of Service Encounter on Customer Satisfaction and Revisit Intention: Moderating Role of Lack of Alternatives
• 발행기관: 관광경영학회
• 저자명: 나종호
• 간행물 정보: 『관광경영연구』제18권 제2호, 61~80쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

This study investigated the relationships among service encounter, customer satisfaction, lack of alternatives, and revisit intention. Mediation analysis, moderation analysis and moderated mediation analysis were performed to examine these relationships. Of the 400 questionnaires distributed to restaurant customers, 185 complete responses were received. Results showed that service encounter significantly influenced customer satisfaction, and customer satisfaction completely mediated the effect of service encounter on revisit intention. And switching barrier(lack of alternatives) moderated the relation between customer satisfaction and revisit intention, indicating that the customer satisfaction-revisit intention relationship was stronger in low lack of alternatives group than in high lack of alternatives group. In particular, lack of alternatives has a moderating effect on the mediation relationship between service encounter and revisit intention via customer satisfaction. That means that the mediating effect of service encounter was stronger and significant in the low lack of alternatives group but were not significant in the high lack of alternatives group. Given the significance of lack of alternatives in forming revisit intention, the use of lack of alternatives will be helpful in retaining restaurant customers. Theoretical and practical implications are identified and discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Service Encounter Customer Satisfaction Lack of Alternatives Revisit Intention Moderated Mediation Analysis