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와인 선호도 요인과 고객만족 및 고객충성도, 재구매 의도에 관한 인과관계 연구
신충섭 ( Choung Sub Shin ),조정란 ( Jeong Lan Cho ),김섭 ( Sub Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2011 호텔리조트연구 Vol.10 No.1
The wine consumption of Korea has been accelerating as a result of wide spread western lifestyles and Koreans` recent pursuits, well-being, and customers` desire and increasing demand for wine. This research shows how customers` preferences affect on grape species business performance(especially customer satisfaction, customer loyalty, and repurchases intention). This study based on survey results suggests ideas and marketing strategies to wine suppliers and retailers. As a statistical hypothesis test, wine preferences and the multiple regression analysis on customer satisfaction were held and the test results indicated that dry flavor positively impacted customer satisfaction. The wine enthusiasts favor the dry flavor of wine and it indicates that enthusiasts prefer grapes` tannin like Cabernet Sauvignon. The multiple regression analysis of repeated purchasers` intention shows that dry flavor and characteristics on producing circumstances heavily influence their intentions. The multiple regression analysis for wine preferences and customer loyalty, dry flavor and the scent are two most important factors to attract the customers.
항공사와 객실 승무원 이미지 요인과 고객만족 및 고객충성도와의 인과관계 분석 -인천국제공항 고객들을 대상으로-
민정원 ( Joung Won Min ),신충섭 ( Chung Sub Shin ),김섭 ( Sub Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2013 호텔리조트연구 Vol.12 No.2
본 연구는 연구목적에 부합하여 나름대로 연구를 수행하였지만 연구자의 의도와는 다르게 몇 가지 연구의 한계점을 내포하고 있다. The summary of the results of the empirical analysis are as follow. First, as it was proved through regression analysis that the all five dimensions of airline image has a positive(+) effect on customers` satisfaction. Second, as it was proved through regression analysis that the all five dimensions of airline image has a positive(+) effect on customers` loyalty. Third, as it was proved through regression analysis that the all three dimensions of flight attendants image has a positive(+) effect on customers` satisfaction. Fourth, as it was proved through regression analysis that the all three dimensions of flight attendants image has a positive(+) effect on customers` loyalty. In last, the customers` satisfaction of airline image and flight attendants image was found to have a significant positive effects on customers` loyalty. The results of this study may be applied in establishing airline image strategies.