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저비용항공사의 e-CRM활동이 브랜드이미지, 고객만족과 브랜드충성도에 미치는 영향 연구
이기성 ( Key Sung Lee ),이제억 ( Jae Ouk Lee ) 관광경영학회 2015 관광경영연구 Vol.65 No.-
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.
이제억,김정준 관광경영학회 2002 관광경영연구 Vol.15 No.-
The purpose of this study is to find out the problem of managerial dimension, improve brand image and contribute to the growth of budget tourist hotels by suggesting appropriate chain management strategies for the approach in the context of an international point of view in order to reflect the current trend of international hotel industry. To achieve the purpose of this study, literature research and interview with experts are done. The chain management strategy is suggested by dividing five parts, which are contract, administration, customer relations, employee relations and facilities. Under the current situation, it is very important to activate budget tourist hotels and to strengthen the competitiveness of them. For this, one of proposal of this study is to suggest the conversion of independent hotel into a chain hotel through objective and scientific survey and analysis.