연구논문 / 여행사의 대고객 관계마케팅 실천전략에 관한 연구

이낙귀,정승환 대한관광경영학회 2000 觀光硏究 Vol.15 No.1

The purpose of this study is to present the specific strategy methods in view of relationship marketing. One of important marketing implementation in travel agency is customer relationships. This study analyzed following detailed matters to accomplish the customer retention. First, regarding customer complaint solution, provide the easy way to customer for their complaints and solve the customer complaints immediately. Second, regarding post purchase customer management, follow up the post purchase services and to provide valued information for further relationship through the database which can be available as a two-way communication. Third, to decrease the customer's uncertain needs and to keep the customer, use the various methods in terms of economic, technical, and social resources. Fourth, organization have to shift their marketing concept from marketing share to customer share. Fifth, travel agency have to change their marketing concept from product differentiation to customer differentiation . Sixth, travel agency put more important on economies of scope than economies of scale, so the company possible to get more profrts and customer satisfaction through the various products. Seventh, to satisfy the .segmented customers through the customer differentiation , the product to customer' paradigm is more important than 'customer to product' paradigm. Eighth, travel agency have to educate their staff continuously to improve personnel service quality.

여행사의 대고객 관계마케팅 실천전략에 관한 연구

이낙귀,정승환 대한관광경영학회 2000 觀光硏究 Vol.15 No.1

The purpose of this study is to present the specific strategy methods in view of relationship marketing. One of important marketing implementation in travel agency is customer relationships. This study analyzed following detailed matters to accomplish the customer retention. First, regarding customer complaint solution, provide the easy way to customer for their complaints and solve the customer complaints immediately. Second, regarding post-purchase customer management, follow up the post-purchase services and to provide valued information for further relationship through the database which can be available as a two-way communication. Third, to decrease the customer's uncertain needs and to keep the customer, use the various methods in terms of economic, technical, and social resources. Fourth, organization have to shift their marketing concept from marketing share to customer share. Fifth, travel agency have to change their marketing concept from product differentiation to customer differentiation. Sixth, travel agency put more important on economies of scope than economies of scale, so the company possible to get more profits and customer satisfaction through the various products. Seventh, to satisfy the segmented customers through the customer differentiation, the 'product to customer' paradigm is more important than 'customer to product' paradigm. Eighth, travel agency have to educate their staff continuously to improve personnel service quality.

여행도매업자의 관계적 특성이 신뢰와 재구매의도에 미치는 영향

이낙귀 한국관광학회 2002 관광학연구 Vol.26 No.3

The purpose of this study is to examine how tour wholesaler’s relationship characteristics to tour retailer affect trust, commitment, and repurchase intention in the distribution channel of travel industry. Managerial implications can be drawn from this study. One is that tour wholesaler’s relationship characteristics to tour retailer consist of those to tour wholesaler firm and those to salesperson in charge affect trust and commitment positively. The other is that it is important that a tour wholesaler should manage their tour retailer with relationship oriented methods such as building trust, and make every endeavor to retain long term relationship with tour retailer.

관광기업의 구조적 관계에 관한 연구

이낙귀 江原大學校 經營硏究所 2002 經營科學硏究 Vol.28 No.-

오늘날의 경제상황은 다양한 환경변화에 따라 관광기업들로 하여금 마케팅 활동에 더 많은 노력을 기울이도록 요구하고 있다. 우리나라의 여행 도매업체도 시장개방, 경쟁기업의 출현, 개인소득 증가로 인한 소비자 욕구의 다양화 등 환경의 급속한 변화로 여행소매업체와의 관계에 있어 효율적인 마케팅전략 수립이 요구된다. 본 연구는 여행도매업자의 업체와 직원의 관계특성요인을 도출한 후 유통경로상에서 이 관계특성요인들이 장기적 관계를 구축하는데 있어서 관계의 질 요인에 어떠한 영향을 주며, 관계의 질이 관계의 지속성에 어떠한 영향을 미치는지를 종합적으로 검증하고 이들 변수들 사이의 구조적 관계를 제시하고자 실증연구를 통하여 분석·검토하였다.

지역축제 방문객의 만족도가 재방문의도에 미치는 영향: 횡성한우축제를 중심으로

이낙귀 한국관광학회 2009 관광학연구 Vol.33 No.3

This study aims to grasp the festival evaluation factors, to analyze the effects on the festival evaluation factors to overall satisfaction and to revisit intention, concerning the 2008 Hoengseong Hanu Festival as a local festival. To conduct an empirical research, the surveys has been executed with a questionnaire, 187 questionnaires were collected out of total 200 samples while 13 questionnaire were of eliminated due to missing items and illogical answers. The research was conducted through frequency analysis, exploratory factor analysis using SPSS 10.0 and confirmatory factor analysis, covariance structure analysis using Amos 4.01. As a result of verifying hypothesis, all hypotheses were adopted. The results indicated that festival evaluation factors ware deeply related with overall satisfaction, which was related with revisiting intention.

축제참가자 특성차이에 따른 참가동기 분석: 횡성한우축제를 중심으로

이낙귀 (사)한국관광레저학회 2013 관광레저연구 Vol.25 No.3

The purpose of this study is to examine festival motivation on participant‘s characteristic's difference. Data were collected with a structures questionnaire at the Hoengseong Hanu Festival during 14-18th October, 2010, 207 samples were used for statistical analysis SPSS 14.0. Data analysis methods were used to frequency analysis, cronbach`s α, reliability, kaiser measurement sample adequacy, exploratory factor analysis, t-test. The major results of the research were as follows: first, festival participant's motivation were composed of the five factors: excitement, family togetherness, novelty, escape, socialization. Second, there were partially significant difference between local residents and visitors on excitement factor of the local festival participant`s motivation. Third, there was partially significant difference in age, levels of education, marital status, occupation on demographic factor of the local festival participant`s motivation.

축제참가자 특성차이에 대한 참가동기 분석

이낙귀(Lee, Nark-Kwee) 한국관광레저학회 2013 관광레저연구 Vol.25 No.3

외식부문 : 패밀리 레스토랑의 이벤트 전략유형에 따른 고객 선택속성별 차이 연구

이낙귀 ( Nark Kwee Lee ),박수성 ( Su Sung Park ) 한국호텔리조트카지노산학학회 2007 호텔리조트연구 Vol.6 No.1

여행부문 : 랜드오퍼레이터의 서비스품질에 관한 연구

이낙귀 ( Nark Kwee Lee ),박수성 ( Su Sung Park ) 한국호텔리조트카지노산학학회 2005 호텔리조트연구 Vol.4 No.2

The study aims to analyze service quality of land operator. Also, to evaluate service quality of land operator, customer satisfaction and level of repurchasing intention by countries such as China, Thailand and Philippines. This study is to suggest more efficient basis for marketing strategies to travel agent executives and managers. A structural equation model was developed to examine the impact of service quality on land operator, customer satisfaction and repurchasing intention. The model was tested through a factor analysis and one-way ANOVA using SPSS 10.0 and SEM using Amos 4.01 on 1032 respondents, who have traveled abroad. The results indicated that the service quality of travel agency was positively correlated to the customer satisfaction. And the customer satisfaction was also positively correlated to the repurchasing intention. Finally, implications for executives and managers of travel agency are discussed.

여행사의 서비스품질과 고객만족 및 재구매의도간의 인과관계

이낙귀(Nark Kwee Lee) 한국관광연구학회 2005 관광연구저널 Vol.19 No.1

The study aims to analyze a causal relationship between service quality of travel agency focused on land operator service and customer satisfaction and repurchasing intention. Also, to evaluate service quality of travel agency, customer satisfaction and level of repurchase intention by countries such as China, Thailand and Philippines. This study is to suggest more efficient basis for marketing strategies to travel agent executives and managers. A structural equation model was developed to examine the impact of service quality on travel quality, customer satisfaction and repurchasing intention. The model was tested through a factor analysis and one-way ANOVA using SPSS 10.0 and SEM using Amos 4.01 on 1032 respondents, who have traveled abroad. The results indicated that the service quality of travel agency was positively correlated to the customer satisfaction. And the customer satisfaction was also positively correlated to the repurchasing intention. Finally, implications for executives and managers of travel agency are discussed.