호텔기업의 브랜드 증거가 신뢰, 전환비용, 대안매력과 브랜드충성도에 미치는 영향 (The Effects of Brand Evidence on the Brand Trust, Switching Cost, Attractiveness Alternatives, and Brand Loyalty in the Hotel Firms)

서지정보

· 발행기관 : 한국외식경영학회
· 수록지 정보 : 외식경영연구 / 14권 / 5호 / 197 ~ 220페이지
· 저자명 : 이무형, 진양호

초록

This study selected hotel brands and corporate brands to switch sub-factors of the evidence of the Temple service, brand name, image matching, perceived price, service, environment and brand trust, switching costs, attractiveness of alternative relationships and brand loyalty to identify any effect on hotel company in the future to improve business performance in practical marketing strategy was to provide useful information. This study of five-star hotel in Seoul Hotels brand, customers who switch to participate in the survey were collected data from 10 June 2011 to 20 July 2011 for a total of 500questionnaires recovered wealth distribution and add a dual 422 Tues-driven trend of severe or questionnaire is not suitable for analysis in Part 386 for 36copies, except factor analysis using SPSS 18.0 and is responsible for verifying the reliability and to validate the proposed research hypotheses for covariance structure analysis was conducted, the research Implications based on the results presented are as follows. First, the evidence sub-brand of car, hotel guest services personnel, a non-convergence image, brand trust and perceived price showed no significant affect. Second, evidence that the brand of service workers, the image matches the transition costs castle showed no significant affect. Third, the practitioner services, an attractive alternative to brand name appeared to affect significantly. Fourth, brand practitioners of evidence service, brand name on brand loyalty showed no significant affect.

영어초록

This study selected hotel brands and corporate brands to switch sub-factors of the evidence of the Temple service, brand name, image matching, perceived price, service, environment and brand trust, switching costs, attractiveness of alternative relationships and brand loyalty to identify any effect on hotel company in the future to improve business performance in practical marketing strategy was to provide useful information. This study of five-star hotel in Seoul Hotels brand, customers who switch to participate in the survey were collected data from 10 June 2011 to 20 July 2011 for a total of 500questionnaires recovered wealth distribution and add a dual 422 Tues-driven trend of severe or questionnaire is not suitable for analysis in Part 386 for 36copies, except factor analysis using SPSS 18.0 and is responsible for verifying the reliability and to validate the proposed research hypotheses for covariance structure analysis was conducted, the research Implications based on the results presented are as follows. First, the evidence sub-brand of car, hotel guest services personnel, a non-convergence image, brand trust and perceived price showed no significant affect. Second, evidence that the brand of service workers, the image matches the transition costs castle showed no significant affect. Third, the practitioner services, an attractive alternative to brand name appeared to affect significantly. Fourth, brand practitioners of evidence service, brand name on brand loyalty showed no significant affect.

참고자료

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