Earticle

초록

영어

This study investigated the effects of service guarantees perceived by commercial travel agencies on repurchase intentions and the moderating effect of brand image in these relationships. As a result of the empirical analysis, the following results were derived. First, as a result of verifying the relationship between service guarantee and repurchase intention, service guarantee had a negative (-) effect on repurchase intention. This can be seen that a high perception of the service guarantee decreases the repurchase intention. Second, as a result of verifying the moderating effect of the brand image in the effect of service guarantee on the repurchase intention, it was found that only brand trust among the brand images showed moderating effect. This can be seen as a high perception of brand trust among the brand image, the service guarantee increases the repurchase intention. In particular, when the global OTA is expanding its scope in the commercial travel market through a strong brand, offline commercial travel agencies should secure competitiveness through face-to-face services and company-specific services that only offline have, and the limitations of global OTAs. Due to restrictions on the application of domestic laws, it is necessary to secure competitiveness through a specific service guarantee system in response to infringement of consumer rights such as refund, system, and payment problems.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 서비스보증
2. 재구매의도
3. 브랜드이미지
Ⅲ. 연구설계
1. 연구 모형
2. 연구가설의 설정
3. 변수의 조작적 정의 및 설문의 구성
4. 자료수집
Ⅳ. 실증분석
1. 인구통계학적 특성
2. 신뢰성 및 타당성 검증
3. 상관관계 검증
4. 가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 최우성 [ Woosung Choi | 경기대학교 관광전문대학원 식공간연출전공 부교수 ]
• 김정연 [ Jungyoun Kim | 경기대학교 여행·항공·크루즈경영전공 석사 ] 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