리조트 이용객의 고객지향성과 고객만족, 고객태도, 고객신뢰 및 재방문의도와의 관계 = Relationship between Resort Users' Customer Orientation and Customer Satisfaction, Customer Attitudes, Customer Trust, and Re-visitation Intentions

다국어 초록 (Multilingual Abstract)

After studying a concept of customer orientation by restricting to a resort based on customer orientation currently being studied at existing distribution, this study intended to present strategic suggestive points of marketing concerning big customers of a resort based on such results. The purpose of this study was to examine relationship among customer orientation and customer satisfaction, customer attitudes, customer trust and re-visitation intentions with a causal relationship among variables. 210 samples were selected by convenience sampling method from users of Bokwang Phoenix Park. Based on such sampling data, the following results were obtained by conducting structural equation modeling (SEM) using SPSSWIN Ver. 10.0 and AMOS 4.0.First, customer orientation had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on customer attitudes. Third, customer satisfaction had a positive effect on customer trust. Fourth, customer attitudes had a positive effect on re-visitation intentions. Fifth, customer trust had a positive effect on re-visitation intentions.

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