Earticle

초록

영어

The purpose of this study is to present the way to activate e-CRM for increasing brand loyalty of low cost carriers by actual analysis to find out various factors of low cost carrier's e-CRM system and how those factors such as e-marketing, e-sales and e-service influence on brand loyalty. Implication of empirical study based upon hypothesis verification is as follows. First, e-service, e-marketing and e-sales were in the order to show positive influence on brand image of low cost airlines. Second, e-sales, e-service and e-marketing were in the order to show positive influence on customer satisfaction. Third, e-service and e-sales were in the order to show positive influence on brand loyalty. Fourth, common factors to influence on brand image, customer satisfaction and brand loyalty are e-service and e-sales. Especially, e-service factor is the most influential factor to influence on brand image and brand loyalty. Fifth, as a result of verifying cause-and-effect relationship model, e-CRM activities of low cost airlines had positive effect on customer satisfaction, brand image on brand loyalty, customer satisfaction on brand loyalty. Except e-marketing factor, other attributes of e-CRM positively influenced on brand image. It means that improving brand image and customer satisfaction enable low cost airlines to increase brand loyalty.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. e-CRM의 정의
  2. 저비용항공사의 e-CRM
  3. 브랜드이미지
  4. 고객만족
  5. 브랜드충성도
 Ⅲ. 연구설계
  1. 조사설계
  2. 연구모형
  3. 가설설정
  4. 변수의 조작적 정의 및 측정방법
 Ⅳ. 분석결과
  1. 조사대상자의 인구통계적 특성
  2. 측정변수의 신뢰성 및 타당성 검증
  3. 가설검증
 Ⅴ. 결론
 참고문헌

키워드

저자

• 이기성 [ KeySung Lee | 경기대학교 대학원 관광경영학과 박사과정 ]
• 이제억 [ JaeOuk Lee | 동양미래대학교 관광컨벤션학과 겸임교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338