고객의 소비성향과 소비가치에 따른 호텔선택 결정속성이 고객행동의도에 미치는 영향 = The Effect of Determinant Attributes of Hotel Selection Depending on Customers' Consumption Propensity and Consumption Values on Customers' Behavioral Intention

다국어 초록 (Multilingual Abstract)

This study aims to examine the effects of relationships between the propensity and value of consume and between the value of consume and determinant attributes of hotel selection, investigate which differences each group of consumption propensity has, according to the determinant attributes of hotel selection and examine the behavioral intention of customers depending on the type of the determinant attributes of hotel selection through the empirical survey. And in this study, the propensity and value of consume were selected as antecedents through literary consideration regarding determinant attributes of hotel selection and the determinant attributes of hotel selection and the behavioral intention of customers were selected as consequences. Also, a research hypothesis for an inquiry into the effects of relationship amongst the propensity and value of consume, determinant attributes of hotel selection, customer loyalty and switching intention of customers, and the differences of each group by the propensity of consume in determinant attributes of hotel selection, was set up based on theoretical sources and previous studies.
The targets of this study were the first-class hotels located in downtown seoul and it was carried out for 50 days from January 10th to February 28th in 2010. Also, F.I.T. foreign customers staying in them were selected as research samples.
In this study, the face-to-face interview was performed at the same time to make them drawing up the questionnaires on their own by visiting hotels and In-cheon Airport. Of 300 questionnaires delivered, total 289 papers were collected and 276 papers of them which the samples were valid, were used for the empirical analysis of this study.
As a research methodology, a statistical package of SPSS 13.0 for window was used to analyze the collected data, and frequent analysis, reliability analysis, Exploratory factor analysis, multiple regression analysis, cluster analysis, discriminant analysis, ANOVA were executed by same program. Also, Amos 7.0 was used to analyze for Confirmatory factor analysis.
As a result, firstly, there were significant differences in the effects of the factors of consumption propensity such as planned purchase, saving purchase, impulse consumption, conspicuous consumption and social-awareness on consumption values such as social value, emotional value, epistemic value and conditional value, but on the other hand, there was no significant difference in their effects on functional value. Secondly, in relation to the effects of consumption value on the determinant attributes of hotel selection, there were meaningful differences in the effects of functional value, social value, emotional value, epistemic value and conditional value on room and F/O, food and beverage, guest room charge and the general environment. Thirdly, groups by consumption propensity were divided into four types such as 'planned consumption type', 'passive consumption type', 'active consumption type' and 'low frugal consumption type'. Their validities were verified through discriminant analysis and they all had significant differences in room and F/O, room rates and the general environment except for food and beverage. Forthly, there were significant differences in the effects of the determinant attributes of hotel on customer loyalty and it was found that amongst the determinant attributes, guest room charge have effect on customer loyalty. Fifthly, there were significant differences in the effects of the determinant attributes on switching intention and it was found that of the determinant attributes, guest room charge and the general environment have significantly effects on switching intention of customers.
In conclusion, it is expected that the results of this research will help to establish positive strategies in all the processes of decision-making by customers who directly influence the behaviors of hotel customers as basic data of management of hotel companies. This would be a significant material relating to the propensity and value of consume in customer marketing of hotel in future and be helpful to suggest marketing strategies of hotel determinant attributes at this point that management for creating customer value is coming to the fore as an important concern.

국문 초록 (Abstract)

본 연구는 호텔고객의 소비가치와 소비성향의 영향관계와 소비가치와 호텔선택 결정속성의 영향관계를 살펴보고, 소비성향에 따른 군집이 호텔선택 결정속성에 어떤 차이를 보이는지 알아보고, 호텔선택 결정속성 유형에 따른 고객들의 행동의도에 대해서도 실증조사를 통하여 알아보고자 하였다. 그리고 호텔선택 결정속성에 대한 문헌적 고찰을 통해 선행변수로 소비성향과 소비가치를 선정하였으며, 결과변수로 호텔선택 결정속성과 고객행동의도를 선정하였다. 또한 이론적 근거와 선행연구를 바탕으로 소비성향과 소비가치, 호텔선택 결정속성, 충성도, 전환의도 간의 영향관계와 소비성향에 따른 군집이 호텔선택 결정속성에 어떠한 차이를 보이는지를 탐색할 수 있는 연구가설을 설정하였다. 본 연구의 조사대상은 서울의 특 1급 호텔을 대상으로 2010년 1월 10일부터 2월 28일까지 50일간 진행되었으며, F.I.T. 외국인 고객을 표본으로 선정하였다. 연구자가 직접 호텔과 인천공항을 방문하여 설문지의 내용을 설명한 후에 직접 기입하게 하는 대인면접을 동시에 실시하였다. 설문지는 300부를 배포하여 289부가 회수되었으며, 그 중 유효한 표본 276부를 실증분석에 사용하였다.
조사 자료의 분석방법으로 SPSS 13.0 for Windows 통계 패키지 프로그램을 이용하여 빈도분석, 신뢰도 분석, 탐색적 요인분석, 다중회귀분석, 군집분석, 판별분석, ANOVA를 실시하였으며, AMOS 7.0을 이용하여 확인적 요인분석을 실시하였다.
연구결과 첫째, 소비성향이 소비가치에 미치는 영향에는 계획구매, 절약구매, 충동구매, 과시소비, 타인의식의 소비성향요인이 사회적 가치, 감정적 가치, 진귀적 가치, 상황적 가치에 미치는 영향에는 유의한 차이가 나타났으며, 기능적 가치에 미치는 영향에는 유의한 차이가 나지 않는 것으로 나타났다.
둘째, 소비가치가 호텔선택 결정속성에 미치는 영향에 있어서 기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 상황적 가치가 객실 및 F/O, 식음료, 객실요금, 전반적 환경에 미치는 영향에는 유의한 차이가 나타났다.
셋째, 소비성향에 따른 군집은 ‘계획적 소비형’, ‘중립적 소비형’, ‘적극적 소비형’, ‘Veblen 소비형’으로 4개의 군집으로 분류되었다. 분류된 군집이 판별분석을 통해서 타당성이 입증되었으며, 4개의 군집은 식음료를 제외하고, 객실 및 F/O, 객실요금, 전반적 환경에서 유의한 차이를 보이고 있다.
넷째, 호텔선택 결정속성이 충성도에 미치는 영향에는 유의한 차이가 나타났으며, 호텔선택 결정속성 중 객실요금이 충성도에 영향을 미치는 것으로 나타났다.
다섯째, 호텔선택 결정속성이 전환의도에 미치는 영향에는 유의한 차이가 나타났으며, 호텔선택 결정속성 중 객실요금과 전반적 환경이 전환의도에 미치는 영향에는 유의한 차이가 나타났다. 본 연구결과를 호텔기업 경영의 기초 자료로 제시함으로써 호텔고객 행동에 직접적인 영향을 미치는 고객의 의사결정 과정의 모든 단계에 긍정적인 전략을 수립할 수가 있을 것으로 보인다. 또한 고객의 소비성향과 소비가치와 관련한 중요한 자료가 될 수 있을 것이며, 고객가치에 대한 경영이 중요한 관심사로 대두되는 현시점에서 호텔선택 결정속성의 마케팅 전략을 제시하는 것에 도움이 될 수 있을 것이다.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제 제기 1
• 제2절 연구 목적 4
• 제3절 연구의 방법 및 범위 5
• 제2장 이론적 배경 8
• 제1절 소비성향 8
• 1.소비성향의 개념 8
• 2.소비성향에 대한 선행연구 9
• 제2 절 소비가치 11
• 1.소비가치의 개념 11
• 2.소비가치의 구성요소 13
• 3.소비가치에 대한 선행연구 15
• 제3절 호텔선택 결정속성 19
• 1.호텔선택 결정속성의 개념 20
• 2.호텔선택 결정속성에 대한 선행연구 21
• 제4절 행동의도 27
• 1.충성도의 개념 28
• 2.충성도에 대한 선행연구 30
• 3.전환의도의 개념 33
• 4.전환의도에 대한 선행연구 34
• 제5절 구성개념간의 관계 37
• 1.소비성향과 소비가치의 관계 37
• 2.소비가치와 호텔선택 결정속성의 관계 38
• 3.소비성향과 호텔선택 결정속성의 관계 40
• 4.호텔선택 결정속성과 충성도의 관계 41
• 5.호텔선택 결정속성과 전환의도의 관계 41
• 제3장 연구 설계 43
• 제1절 연구모형 43
• 제2절 연구가설 44
• 제3절 실증연구 설계 45
• 1.표본 설계 45
• 2.조작적 정의 및 측정도구의 개발 46
• 3.설문지의 구성 50
• 4.분석방법 52
• 제4장 실증 분석 54
• 제1절 가설 검증을 위한 예비분석 54
• 1.표본의 개요 54
• 2.신뢰도 분석 55
• 3.요인분석 56
• 제2절 가설 검증 67
• 1.소비성향과 소비가치의 영향관계 67
• 2.소비가치와 호텔선택 결정속성의 영향관계 70
• 3.소비성향과 호텔선택 결정속성의 관계 73
• 4.호텔선택 결정속성과 충성도의 영향관계 80
• 5.호텔선택 결정속성과 전환의도의 영향관계 81
• 제3절 연구가설의 검증결과 요약 82
• 제4절 시사점 및 제언 84
• 1.이론적 시사점 84
• 2.실무적 시사점 86
• 제5장 결론 92
• 제1절 연구 요약 92
• 제2절 연구의 한계점 98
• 참고문헌 100
• 설문지 119
• Abstract 135

참고문헌 (Reference)

1. Green Tourism, Ohshima, Oyama, Yamazaki, , 1993

2. Hosts and Guests, Smith, , 1989

3. Marketing isEverything, Meckenna, , 1991

4. Loyalty-Based Management, Reichheld, Loyalty based Management, , 1993

5. New and emerging markets, Scott, Kester, Cooper, , 2006

6. HedonicShopping Motivations, Reynolds, Arnold, , 2003

7. 자아개념과 광고효과, 홍재욱, , 1989

8. Why Satisfied Customer Defect, W.E.Sasser, Jones, , 1995

9. ConsumerBehavior(8th ed),Orland, Miniard, Engel, "ConsumerBehavior(8th ed), , 1995

10. GuestSurveys:A MissedOpportunity, Lewis, Pizam, , 1981

11. Key Factors in GuestSatisfaction, Ernest, Norman T, Cadott, , 1988

12. Transaction Costs and Consumption, Geng, , 2009

13. Framework for Marketing Management, Kotler, P., Kotler, , 2007

14. A strategy for customer satisfaction, Barsky,J, Labagh,R, , 1992

15. Decision-framing helps make the sale, Babin, Burton, , 1989

16. ConsumerBehaviorandMarketingAction2rd, Henrry, , 1984

17. Marketing for hospitality and tourism, Kotler, Philip, Prentice Hall, , 1999

18. A Choice Sets Model of RetailSelection, M.A.Sewall, Susan, , 1987

19. StandardHospitality Elements at Resorts, Lehto, Morrison, Klenosky, Brey, , 2008

20. Case studies in Organizational Behaviour, Jackson, , 1985

21. Isolating Difference in Hotel Attributes, R.C.Lewis, , 1984

22. TheTheoryofBuyerBehavior:JohnWiley& Sons, Howard, Sheth, , 1966

23. Structural quations with latent variables, Bollen,K.A., , 1989

24. Zero Defection: Quality Comes to Services, W.E.Sasser, Reichheld, , 1990

25. TheInter-storeMobilityofSupermarketShopper, Rhee, H., Bell, Rhee, , 2002

26. 한글 SPSS 12K 사회과학 통계 분석, 강병서, , 2006

27. Self-image Congruity:A Valid TourismTheory?, Litvin, Goh, , 2002

28. Tourism Marketing in an EraofParadigm Shift, Petrick, , 2008

29. Pricing. Making Profitable Decisions, 2nd ed, Monroe, "Pricing Making ProfitableDecisions, , 1990

30. The Behavioral Consequences of Service Quality, Zeithmal, Berry, Parasuraman, , 1996

31. Creating Visible CustomerValue.The CornellH.R.A, Dube, , 2000

32. WhatWeBuy WhatWeBuy:Theory ofConsumption Values, Sheth, Gross, Newman, , 1991

33. Materialism as an Attemptto Cope withUncertainty, Chang, Arkin, , 2002

34. Principles of economics : an introductory volume, Marshall, Alfred, Macmillan and Co., , 1925

35. Motivation and Personality, Revised third edition, Maslow, Motivation and Personality, , 1954

36. Antecedents of Satisfaction in a Marketing Channel, Ping, , 2003

37. Lodging ChoiceIntentions:A CasualModeling Approach, Richard, Sundaram, , 1993

38. A Bost/benefitApproachtoUnderstandingServiceLoyalty, Lee, Cunningham, , 2001

39. Consumer Behavior: Marketing Strategy Perspectives., Olson, J., Perter, J.,, , 1987

40. Consumption Theory with Reference Dependent Utility, Fredrik, , 2009

41. Perceivedvalue of the purchase of a tourism product, Moliner, Callarisa, Rodr?guez, S?nchez, , 2006

42. FrequentTravellers:Makingthem HappyandBring ThemHappy, Knutson, , 1988

43. Pricingstrategiestomaximizerevenuesinthelodgingindustry, Collins, Parsa, , 2006

44. Switching barriers and repurchase intentions in Service, Jones, Mothersbaugh, Beatty, , 2000

45. A Mens-end Model based on Consumer CategorizationProcess, Gutman, , 1982

46. Dorewardprogramstruly buildloyalty for lodging industry?, Chen, , 2010

47. The Process of Innovation and the Diffusion ofInnovation, Robertson, , 1967

48. A Path-Analytic Exploration of Retail Patronage Influence, Monroe, , 1975

49. 한국과 중국대학생의 소비가치의 비교연구, 신운철, 김병희, 한상필, , 2002

50. Consumption valuesandmarketchoice.:Theory and applications, Sheth JN, , 1991

51. Customer Satisfaction, Customer Retention, andMarket Share, Zahorik, Rust, "CustomerSatisfaction, , 1993

52. Customer Loyalty: Toward an Integrated Conceptual Framework, Dick,A.S., , 1994

53. Know YourCustomer:New ApproachtoCustomerValueandSatisfaction, Woodruff, Gardial, , 1996

54. Loyalty to Grocery Stores in the Spanish Market of the 1990s, Martinez, Flavian, Polo, , 2001

55. Social Values and Social Change: Adaptationto Life in America, Kahle, , 1983

56. Consumer perceived value: the development ofa multi item scale, Soutar, Sweeney, , 2001

57. Value-based Adoption ofMobileInternet:An EmpiricalInvestigation, Gupta, Chan, Kim, , 2007

58. 호텔 서비스품질 평가 모델에 관한 실증적 연구, 이준혁, 정규엽, , 1998

59. Compatibility effects in evaluations of satisfaction and loyalty, Auh, Johnson, Compatibility EffectsinEvaluationsofSatisfactionandLoyalty, , 2005

60. The Perceived Importance of Price as OneHotel Selection Dimension, Lockyer, , 2005

61. The Theory of the leisure class: An economic study ofinstitutions, Veblen, Thorstein Veblen, , 1953

62. Why Customers Switch? The Dynamics ofS-atisfaction versus Loyalty, Mittal, Lassa, , 1998

63. 일반 환경변화가 호텔식음료 매출에 미치는 영향, 손은호, 구정대, , 2004

64. The Relationship between Customer Loyaltyand Customer Satisfaction, Bowen, S.L.Chen, TheRelationshipbetweenCustomerLoyaltyandCustomerSatisfaction, , 2001

65. A contrastanalysis ofonline hotelwebservice purchasers and browsers, Rong, Law, , 2009

66. Measuring and Managing CustomerSatisfaction isHong KongLuxuryHotels, Lo, , 1993

67. The ImpactofBrand Delisting on StoreSwitchingandSwitchingIntentions, Sloot, Verhoef, , 2008

68. Understanding Attitudes and Predicting SocialBehaviorSocialBehavior, Fishbein, Ajzen, , 1980

69. 청소년의 소비가치가 의류제품평가에 미치는 영향, 백선영, 이선재, , 2000

70. 경주지역 호텔식음료 시설의 선택속성에 관한 연구, 정연국, 장병주, , 2002

71. 호텔환경변화가 투숙객에 미치는 영향에 관한 연구, 김우곤, 윤우희, , 2000

72. Customer switching behavior in service industries:Anexploratory study, Keaveney, S.M., CustomerSwitching Behaviorin ServiceIndustries:AnExploratoryStudy, , 1995

73. Perceived AttributesofAsian foods:Fromthe Perspective of the American, Jang, Silkes, , 2009

74. The Relationship BetweenPersonalValues and Perceived Value ofEducation, S.P.Kalafatis, Ledden, P.Samouel, , 2007

75. 의복관여도에 따른 쇼핑가치와 의복쇼핑성향의 관계, 임경복 ( Kyung Bock Lim ), 대한가정학회, , 2006

76. 항공사의 제휴서비스 속성이 고객 충성도에 미치는 영향, 김홍범, 장호성, , 2006

77. How do Consumers Express Their Identity Through theChoiceofProductthatTheyBuy, Phillips, , 2003

78. 호텔의 기업이미지가 고객가치와 행동의도에 미치는 영향, 권봉헌, 김홍빈, , 2003

79. Customer Value: the Next Source for CompetitiveAdvantage.JournaloftheAcademyof, Woodruff, , 1997

80. 청소년소비자의 소비가치에 따른 집단간 차이에 관한 연구, 권미화, 이기춘, , 2000

81. 개인가치,라이프스타일,호텔선택속성 및 만족간의영향관계, 김계섭, 김진탁, 공기열, "개인가치, , 2002

82. A Double-hurdle Analysis ofTravelExpenditure:Baby BoomerSeniorsVersusOlderSenior, Ham, Jang, , 2009

83. AnEvaluationofHotelWebsite Attribute Utilization and Effectiveness by HotelClass, Musante, Zhang, , 2009

84. Commitmentand Satisfaction in Romantic Association:ATest of the Investment Model, Rusbult, , 1980

85. Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs, Zhilin Yang, "CustomerPerceived Value, , 2004

86. DimensionsofHotelChoicecriteria:Congruencebetween Business and Leisure Travelers, Yavas, , 2005

87. Hedonic Consumption:EmergingConcepts,Methods and Propositions.JournalofMarketing, Holbrook, Hirschman, "Hedonic Consumption:EmergingConcepts, , 1982

88. Vendor Consideration andSwitching Behavior for Buyers in High-Technology Markets, Weiss, Heide, Vendor Consideration and SwitchingBehaviorforBuyersin High-Technology Markets, , 1995

89. Customer Loyalty inE-Commerce: An Exploration of its Antecedents and Consequences, Rolph, Srinivasan, Kishore, , 2002

90. FunandWorkontheWeb:Differences in Attitudes Between Nivices and Experiences Users, Hammond, Andrea, , 1998

91. Service Quality Perception Among Japaness BusinessTravellers in the United States, Kodera, , 1993

92. UserAcceptanceofHedonicDigitalArtifacts:A Theory ofConsumption Values Perspective, Bontis, Serenko, Turel, , 2010

93. Corporate Identify,Corporate Branding and CorporateMarketing-Seeing through the Fog, Balmer, "Corporate Identify, , 2001

94. 패밀리 레스토랑의 이미지, 고객만족 및 브랜드 충성도의 관계, 김의근, 이정실, 한국관광레저학회, "패밀리 레스토랑의 이미지, , 2003

95. An investigation of perceived value dimensions: Implications for hospitality research, Hesham A.Al-Sabbahy, Michael Riley, , 2007

96. Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions, Zeithaml, Bouling, Kalra, , 1993

97. Value Perceptions and Retention of Textbooks amongMarketing and Other Business Majors, Unni, , 2005

98. The effect of satisfaction, switching costs,and interpersonal bonds on service loyalty, Gremlr, "The Effect of Satisfaction, , 1995

99. 의류제품 충동구매행동에 대한 소비자성향과 긍정적 감정의영향, 박은주 ( Eun Ju Park ), , 2008

100. Measuring Tourist Satisfaction withKenya'sWildlifeSafari:A CaseofTsavo WestNationalPark, Alkama, Kieti, , 2003

101. Consumer Perceptions of Price,Quality,andValue:a Means-End Modeland Synthesis ofEvidence, Zithaml, "Consumer Perceptions of Price, , 1988

102. Consumption Values and the Choice of MarketingElectives: Treating Students like Consumers, Stafford, , 1994

103. Converting from Independent to Employee Salesforces: The role of Perceived Switching Costs, E.Anderson, Weiss, , 1992

104. Evaluating Service Encounters: The Effects and PhysicalSurroundings and Employee Responses, Bitner, Evaluating Service Encounters:The Effects and PhysicalSurroundings and Employee Responses, , 1990

105. TheRoleofAffectinConsumer Behavior: Emerging Theories and Applications, Lexington,Mass.D.C, William, Peterson, Wayne, "TheRoleofAffectinConsumer Behavior: Emerging Theories and Applications, , 1986

106. An Examination theEffectsofMotivation andSatisfactiononDestinationLoyalty:A StructuralModel, Yoon, , 2005

107. Destination attachmenton customersatisfaction and cognitive, affective and conative loyalty, Yuksel, Bilim, "Destination attachmenton customersatisfaction and cognitive, , 2010

108. Measuring TouristSatisfaction by Attribute and Motivation: The Case of aNature-Based Resort, Meng, M.Uysal, Y.Tepanon, , 2008

109. The Role ofPerceived Risk in the Quality-Value Relationship: A Study in A RetailEnvironment, G.N.Soutar, L.W.Johnson, Sweeny, , 1999

110. Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on RetailOutcomes, Reynolds,K.E., Arnold,M.J., Jones,M.A., , 2005

111. Investigating the relationship between service quality, satisfaction and switching intentions, Taylor, Bansal, "InvestigatingtheRelationshipbetweenServiceQuality, , 1997

112. TheHospitality Industry:Defining Quality fora QualityAssurance Program: A Study of Perception, Nightingale, , 1985

113. ConspicuousConsumptionVersusUtilizationIdeas:How DifferencesLevelsofPowerShapeConsumerBehavior, Derek, , 2009

114. Determinants ofHotelGuests'Satisfaction andRepeatPatronage in the HotelHong Kong HotelIndustry, Choi, , 2001

115. 의류쇼핑성향에 따른 점포 내 환경에 대한 인지적·감정적·행동적 반응, 박재옥, "의류쇼핑성향에 따른 점포내 환경에 대한 인지적, , 2005

116. The Varieties of ConsumptionExperience: Consumption Two Typologies of Emotion in ConsumerBehavior, Havlena, Holbrook, , 1986

117. The relationship of customer satisfaction, customer loyalty and profitability: An empirical study, Hollowell, "TheRelationshipofCustomerSatisfaction, , 1996

118. Influencing factors on restaurantcustomers'revisitintention:Therolesofemotionsandswitchingbarriers, Han, Barrett, Back, , 2009

119. Market Segmentation, In Tourism Marketing andManagementHanbook,2ed edited by S.Wittand L.Mountinho, Vanhove, "Market Segmentation, , 1994

120. The Service Provider SwitchingModel(SPSM):A ModelofConsumerSwitching BehaviorIn theServiceIndustry, Bansal, Taylor, , 1999

121. Listening to the Customer's Voice: Examining Perceived Service Value among Business College Students, N.Nguyen, LeBlanc, , 1999

122. Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator, Chen, Tsai, "Perceived value, , 2008

123. An Exploratory Study ofDesired Hotel Attributes for American Tourists Vacationing inChina and Ireland, M.R.Hyman, Shanhan, , 2007

124. 인터넷 의류 상품 구매자의 유형화에 관한 탐색적 연구:구매동기를 중심으로, 김선숙, 이은영, , 1999

125. Cross-culturalmallshopping values andhabitatsacomparison between English- and French-speaking Canadians, Michon, , 2004

126. Using aVariety-seeking ModeltoIdentifySubstitude ofComplementary Relationships among Competing Products, Lattin, MaAlister, , 1985

127. ExploringtheConceptofLoyaltyinService,In the Service Challenge: Integrating for Competitive Advantage,ed, Czepiel, "ExploringtheConceptofLoyaltyinService, , 1987

128. 타인의식적 소비성향이 브랜드 충성도에 미치는 영향: 명품브랜드를 대상으로, 이상민 ( Sang Min Lee ), 조윤기 ( Yun Gi Cho ), 한국심리학회, , 2008

129. Between-method convergentvalidity of four data collection methods in quantitative means-endchain research, Beuckelaer, Langbroek, , 2005

130. TheIntention todownloadfilesin a P2P environment:Consumption value,fashion,and ethicaldecisionperspectives, Chen, Lin, Shang, "TheIntention todownloadfilesin a P2P environment:Consumption value, , 2008

131. 패밀리 레스토랑 이벤트에 대한 고객가치,고객만족,관계지속의도간의 영향연구, 이미혜, "패밀리 레스토랑 이벤트에 대한 고객가치, , 2009

132. 고창 복분자주의 관광상품 가치와 관광객의 가치지각이 구매의도에 미치는 영향, 김석출, 권혁례, 김영태, , 2007

133. 의복소비가치가 인터넷 의류쇼핑몰 서비스 품질 평가에 미치는 영향에 관한 연구, 류은정, , 2002

134. 인터넷쇼핑몰에서 고객가치와 전환장벽이 재구매의도에 미치는 영향에 관한 연구, 박창준, 이우형, 정인근, 한국경영정보학회, , 2003

135. Value dimensions,perceivedvalue,satisfaction and loyalty:an investigation ofuniversitystudents' travelbehaviour, Martina G.G.and Irene G.S, "Value Dimensions, , 2006

136. 휴양지 호텔선택속성이 국내 이용객의 재방문 의사결정에 미치는 영향에 관한 연구, 이창호, 정규엽, , 1999

137. ImportantAttributes of Lodging to Gain Repeat Business: A Comparisonbetween Individual Travels and Group Travels, Hanai, T.Oguchi, K.Yamaguchi, , 2008

138. Searching for a Consensus onAntecedent Role of Service Quality and Satisfaction: An ExploratoryCross-nationalStudy, Brady, Robertson, , 2001

139. 음식서비스에 대한 지각된 가치와 고객 만족이 전환 의도와 충성도에 미치는 영향 평가, 강종헌 ( Jong Heon Kang ), 이재곤 ( Jae Gon Lee ), 한국조리학회, , 2008

140. The Relationship among OverallQuick-casualRestaurantImage,Perceived Value,Customer Satisfaction,andBehaviorIntentions, Kim, Ryu, Han, "The Relationship among OverallQuick-casualRestaurantImage, , 2008

141. Examing theStructuralRelationship ofDestinationImage, Tourist Satisfaction and Destination Loyalty: An IntegratedApproach, Chi, "Examing theStructuralRelationship ofDestinationImage, , 2008

142. The Influence of Brand Imageand Company Reputation Where Manufacturers Market to SmallFirms: A Customer Value Perspective, Cretu, R.J.Brodie, , 2007

143. Thecompanion effectandgrouppolarizationingrouptravel.In:ProceedingsoftheAsiaPacificTourism Association11thAnnualConference, Hanai, Yamaguchi, Oguchi, Ando, , 2005

144. Effects of Relationship Marketing onSatisfaction,Retention and Pricesin theLifeInsuranceIndustry.JournalofMarketingResearch, Crosby, "Effects of Relationship Marketing onSatisfaction, , 1987

145. 고객재구매의도 결정요인에 관한 연구에 관한 연구:고객가치,고객만족,전환비용,대안의 매력도, 김상현, 오상현, "고객재구매의도 결정요인에 관한 연구에 관한 연구:고객가치, , 2002

146. 패션산업의 문화가치와 소비가치-마케팅과 의류학의 패션시스템에 대한 거시적 관점의 통합적 접근, 김혜정, 박혜정, 한국의류학회, , 2004

147. Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services, P.Patterson, Sharma.N, "Switching Costs, , 2000

148. 인터넷 쇼핑몰의 사이트 특성과 의류 소비자의 쇼핑성향이 지각된 쇼핑가치 및 만족도에 미치는 영향, 나윤규 ( Youn Kue Na ), 서현석 ( Hyun Suk Suh ), 한국의류산업학회, , 2007

149. 호텔선택 결정 속성에 의한 비즈니스 FIT의 시장세분화에관한 연구(Ⅰ)-서울지역 특 1급 호텔을 중심으로-, 정규엽, 한승엽, , 1995

150. 호텔선택 결정 속성에 의한 비즈니스 FIT의 시장세분화에관한 연구(Ⅲ)- 서울지역 특 2급 호텔을 중심으로-, 한승엽, 정규엽, , 1997

151. 호텔선택속성 포지셔닝 분석을 통한 서울지역 특급호텔 경쟁력 비교-서울지역 내국인의 평가를 중심으로-, 박경연, 오정학, 윤유식, , 2009

152. Multiple Process by which Attitudes Guide Behavior:TheModeModelasanIntegrativeFramework,InM.P.Zanna(Ed.),AdvancesinExperimentalSocialPsychology, Fazio, "Multiple Process by which Attitudes Guide Behavior:TheModeModelasanIntegrativeFramework, , 1990

153. 호텔산업에서의 관계혜택의 결과변수에 관한연구-호텔과 종사원에 대한 신뢰/만족 및 고객충성도를 중심으로-, 하헌국, 정완철, , 2004