The purpose of this study is to investigate how the magnitude of the golf tour service failure influence trust and switching intention toward service recovery efforts. The survey was used as the method to validate the research hypothesis and conducted with a target of 172 adults who experienced dissatisfaction during the golf tour in 6 months. For the empirical analysis, an statistical program, SPSS 12.0 was used. The results of the study show that the magnitude of the golf tour service failure influence switching intention and trust toward service recovery About service recovery on service failure, interaction justice has a higher negative impact on customer switching intention. distribution justice has a higher positive impact on customer trust. The paper proposes that there are positive relationships moderated by magnitude of golf tour failure between the distribution justice of service recovery and trust. There are negative relationship moderated by magnitude of golf tour failure between the interaction justice of service recovery and switching behavior. In this way, golf tour service recovery is able to prevent unrecovered customers from switch to the other golf tour.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 골프관광 서비스 실패와 서비스 실패 심각성 2. 서비스회복 공정성 3. 신뢰 4. 전환의도 Ⅲ. 연구설계 1. 연구가설과 연구모형의 설정 2. 연구설계와 분석방법 3. 변수의 정의 및 측정 Ⅳ. 분석결과 1. 표본의 일반적 특성 2. 타당성 및 신뢰성 검증 3. 가설검증 Ⅴ. 결론 참고문헌
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