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리조트 CRM과 고객충성도 관계 연구
The Relations between Resort CRM and Customer Loyalty

첫 페이지 보기
  • 발행기관
    관광경영학회 바로가기
  • 간행물
    관광경영연구 바로가기
  • 통권
    제21권 제3호 통권 76호 (2017.05)바로가기
  • 페이지
    pp.165-189
  • 저자
    강성진
  • 언어
    한국어(KOR)
  • URL
    https://www.earticle.net/Article/A306970

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원문정보

초록

영어
As global competition intensifies in the 21st century, so many companies are trying to secure customer satisfaction and loyalty through building strong customer relationships. The domestic resort industry is becoming increasingly competitive as large companies, SMEs, and municipalities continue to open resort complexes, which increases the importance of CRM. However, research on CRM has not been active in tourism industry, especially resort. Therefore, in this study, we investigate which CRM activities are most effective to improve customer satisfaction and loyalty. The results of the empirical analysis and implications are as follows. First, the CRM activities that affect the satisfaction of the resort users were the collaborative CRM activities and the operational CRM activities. In other words, communication with customers through various contact methods, customer inquiries, prompt and accurate feedback on complaints. In addition, it shows that differentiated benefits according to usage results, a congratulatory message, provision of supplementary services can increase the satisfaction of customers. Second, analytical CRM does not affect the satisfaction of resort users. Third, customers who have improved their satisfaction through resort CRM activities have significant influence on revisit of resort, positive word of mouth to other people. Fourth, CRM activities that promote customer satisfaction are different according to the leisure consumption propensity. Customer satisfaction had a positive effect on customer satisfaction only by collaborative CRM activities, but no CRM activity affected customer satisfaction by customers with efficiency consumption propensity.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 리조트 CRM(Resort CRM)
  2. 여가소비성향(Leisure Consumption Propensity)
  3. 고객만족(Customer Satisfaction)
  4. 고객충성도(Customer Loyalty)
 Ⅲ. 연구설계
  1. 연구모형
  2. 연구가설
  3. 변수의 조작적 정의와 설문 구성
  4. 조사방법과 분석방법
 Ⅳ. 분석결과
  1. 조사대상자의 인구통계학적 특성
  2. 타당성 및 신뢰성 분석
  3. 가설 검증
 Ⅴ. 결론
 참고문헌

저자

  • 강성진 [ Sungjin Kang | 경기대학교 일반대학원 관광경영학과 박사과정 ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    관광경영학회 [Tourism Management Research Organization]
  • 설립연도
    1997
  • 분야
    사회과학>관광학
  • 소개
    관광경영학을 실용학문의 체계로 확립하고 실천학문으로 정착시키기 위하여, 관광경영학문을 현실적응에 필요한 연구를 통해 국가관광정책의 방향을 제시하고, 관광사업자들에게는 실질적으로 도움이 되는 경영전략을 제공하며, 연구를 통하여 회원간의 친목도모와 정보교환을 함으로써 상호발전을 목적으로 한다.

간행물

  • 간행물명
    관광경영연구 [Journal of Tourism Management Research]
  • 간기
    격월간
  • ISSN
    2092-528X
  • 수록기간
    1997~2019
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 326.39 DDC 910

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