레스토랑 방문 고객의 만족도와 고객 충성도간 관계에 있어 대안매력도와 전환비용의 조절효과

다국어 초록 (Multilingual Abstract)

Many studies have been carried out on reducing the rate of customer switching and maintaining current customers. Equally important are the studies on the relationship between customer satisfaction and customer loyalty. Since customer satisfaction measures cannot fully explain the loyalty, various factors that moderate or affect customer satisfaction have been verified. Emphasis has recently been placed on the role of alternative attractiveness and switching costs. This study explores the effects of alternative attractiveness and switching costs on customer satisfaction and customer loyalty. The results show that customer satisfaction does not have a strong influence on customer loyalty. As a result of a two-way ANOVA, however, alternative attractiveness and switching costs act as moderators on the relationship between customer satisfaction and customer loyalty. The implications and strategic directions necessary for contributing restaurant managers are discussed.

참고문헌 (Reference)

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