이벤트에 대한 고객만족이 관계지속의도에 미치는 영향 - 전환비용의 조절효과를 중심으로
A Study on the Effect of Customer Satisfaction on Maintaining Relationships in relation to Events - In reference to the moderating effect of the switching cost
The purpose of this study is to validate the relationship between 'customer satisfaction with an event' and how that satisfaction effects the customer's 'intention to maintain the relationship' and the moderating effect of the switching cost between 'customer satisfaction' and the 'intention to maintain the relationship' in relation to events at a family restaurant. Based on the results of hypothesis validation, it was substantiated that customer's satisfaction contained the intention to maintain relationship. The switching cost involved in the relationship between customer satisfaction and the intention to maintain the relationship in relation to the event had a moderating effect. Specifically, the moderate effect was validated because all costs, including the cost of continuity, the cost of learning, and the cost of burial, interacted with customer satisfaction. Efforts should be made to ensure continuos relational marketing by utilizing a variety of events to maintain the current customer base at family restaurants on the basis of the desires and requirements of customers, given that family restaurant events are marketing activities that are intended to build and maintain a strong relationship with customers and establish communication with customers in order to increase revenues over the long-term and enable the restaurants to provide better services.
ABSTRACT I. 서론 II. 이론적 고찰 1. 이벤트 2. 고객만족과 관계지속의도 3. 전환비용 III. 연구설계 1. 연구가설 2. 설문구성 3. 자료수집 및 분석방법 IV. 분석결과 1. 표본의 특성 2. 타당성과 신뢰성 3. 가설검증 V. 결론 참고문헌
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