우선순위혜택, 애착, 친사회적 행동 간의 영향관계: 방문목적과 성별의 조절효과 (An Examination of the relationship between Customer Prioritization Benefits, Attachment, and Prosocial Behavior: The Moderating Role of Visiting Purpose and Gender)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 29권 / 3호 / 179 ~ 198페이지
· 저자명 : 손은정, 전재균

초록

The purpose of this study was to analyze the effects of customer prioritization benefits(core, status elevation, preferential treatment benefits), via the attachment, on customer participation behavior and customer citizenship behavior. For this purpose, data for this study were collected from respondents who visited at hotels within one year. A total of 255 usable responses were obtained. Factor analysis and Cronbach’s analysis were conducted to examine reliability and validity. The hypothesized relationships in the model were tested by using a structural equation model(SEM). The results of SEM were summarized as follows. First, key benefits had significant positive effect on attachment. Second, symbolic benefits had significant positive effect on attachment. Third, special benefits had significant positive effect on attachment. Fourth, attachment had significant positive effect on customer participation behavior and customer citizenship behavior. As a result of analyzing the moderating role, the effect of attachment in the hotel upon customer citizenship was moderated by hotel visiting purpose.

영어초록

The purpose of this study was to analyze the effects of customer prioritization benefits(core, status elevation, preferential treatment benefits), via the attachment, on customer participation behavior and customer citizenship behavior. For this purpose, data for this study were collected from respondents who visited at hotels within one year. A total of 255 usable responses were obtained. Factor analysis and Cronbach’s analysis were conducted to examine reliability and validity. The hypothesized relationships in the model were tested by using a structural equation model(SEM). The results of SEM were summarized as follows. First, key benefits had significant positive effect on attachment. Second, symbolic benefits had significant positive effect on attachment. Third, special benefits had significant positive effect on attachment. Fourth, attachment had significant positive effect on customer participation behavior and customer citizenship behavior. As a result of analyzing the moderating role, the effect of attachment in the hotel upon customer citizenship was moderated by hotel visiting purpose.

참고자료

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