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호텔기업의 브랜드 증거가 전환장벽과 관계성과에 미치는 영향
이무형(Moou Houng Lee) 한국조리학회 2011 한국조리학회지 Vol.17 No.5
The study is a hotel firm`s brand evidence on the switching and relational performance by identifying a causal relationship to the differentiated and competitive was to provide useful information, Units of samples for evidence of brand switching hotels in Seoul participated in surveys customers in 2011, from June 10 to 20 July 2011 for a total of 500 copies for distribution and the Department of dual 408 with SPSS 18,0 and AMOS 18,0 Using factor analysis and reliability verification carried out, and presented research in order to test the hypothesis covariance structure analysis was performed, Analysis, employee services switching barriers and switching costs showed no significant affect, Switching barriers and switching costs, brand name, image congruence transition castle wall and switching costs, alternative attractiveness showed no significant visible results, And perceived price on switching barriers to conversion rates showed was significant affect, Second, switching barriers, switching costs, alternative attractiveness and that the relationship, to help conversion of non-financial performance showed no significant affect, Third, the practitioner services, brand names, images, match the castle there, and non-financial performance of the transition showing a statistically significant result was found.
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