고객의 전환장벽이 전환의도와 재방문의사에 미치는 영향 -여행사,항공사간 비교분석을 중심으로- = A Study on the Effect of Consumer Switching Barriers on the Switching and Revisit Intension in Travel Agency and Airlines

다국어 초록 (Multilingual Abstract)

In this study, I examine the situation in consideration of switching barrier, switching intention, revisit mind. The statistical techniques used for this empirical analysis are frequency analysis, technology analysis, reliability analysis, factor analysis, confirmatory factor analysis along with path analysis, The results of path analysis of the effect that the switching barrier of travel agencies and airlines have on switching intention show that ``procedural switching costs`` and ``financial switching costs`` have a meaningful effect on switching intention in travel agencies, while airlines showing that ``procedural switching costs`` and ``attractiveness of alternatives`` get a meaningful effect on switching intention. In the analysis results of the effect on revisit intention by switching barrier, travel agencies show that ``procedural switching costs``, ``financial switching costs`` and ``attractiveness of alternatives`` have a meaningful effect, while airlines shows that switching barrier has no effect on revisit intention. And the result of the effect switching intention has on revisit intention indicates negative(-) effect on both travel agencies and airlines.

참고문헌 (Reference)

1 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도" 한국마케팅학회 17 (17): 25-55, 2002

2 조광행, "고객만족 및 전환장벽이 점포애호도에 미치는 효과에 관한 연구" 14 (14): 47-74, 1999

3 Reichheld. F. F, "Zero Defections: Quality Comes to Service" 68 : 1990

4 Johnson, M. A, "Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes" 55 (55): 441-450, 2002

5 Lapierre, J. P, "Value Strategy Rather Than Quality Strategy: A Case of Business-to-Business Professional Services" 45 : 235-246, 1999

6 Michael, A. J., "Switching Barriers and Repurchase Intentions in Services" 76 (76): 259-274, 2000

7 Johnson, M. A, "Switching Barriers and Repurchase Intentions in Service" 76 (76): 259-274, 2000

8 Berry, L. L., "Service Marketing is Different Business" JAI Press 1980

9 Chen, P. Y, "Measuring Switching Costs and Their Determinants in Internet-Enabled Businesses: A Study of the Online Brokerage Industry" 13 (13): 255-276, 2002

10 Cronin, J. J, "Measuring Service Quality: A Reexamination and Extension" 56 : 1992

11 Bitner, M. J., "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses" 54 : 1990

12 Crosby, L. A, "Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry" 24 : 404-411, 1987

13 Keaveney, S. M, "Customer Switching Behavior in Service Industries: An Exploratory Study" 59 : 71-82, 1995

14 Rust, R. T, "Customer Satisfaction, Customer Retention, and Market Share" 69 : 193-215, 1993

15 Thomas, A. B., "Consumer Switching Costs: A Typology, Antecedents and Consequences" 31 (31): 109-126, 2003

16 Oliver, R. L, "Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach" 53 : 21-35, 1989

17 Rusbult, C. E., "Commitment and Satisfaction in Romantic Associations : A Test of the Investment Model" 16 : 172-186, 1980

18 Anderson, J. C, "Business Marketing: Under What Customer Value" 36-47, 1998

19 Day, G, "Assessing Advantage : A Framework for Diagnosing Competitive Superiority" 52 : 1-20, 1988

20 Fornell, C., "A National Customer Satisfaction Barometer: The Swedish Experience" 56 (56): 1992

21 Guiltinan, J. P, "A Classification of Switching Costs with Implications for Relationship Marketing" 1989