이동통신 서비스 이용자의 전환의도에 관한 연구 : 개인 혁신성에 따른 집단 간의 차이를 중심으로

오종철(Jongchul Oh),윤성준(Sungjoon Yoon) 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.1

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

고객의 전환장벽이 전환의도와 재방문의사에 미치는 영향 -여행사,항공사간 비교분석을 중심으로-

엄란숙 ( Lan Suk Um ),정웅용 ( Ung Young Chung ),김홍범 ( Hong Bumm Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2011 호텔리조트연구 Vol.10 No.2

In this study, I examine the situation in consideration of switching barrier, switching intention, revisit mind. The statistical techniques used for this empirical analysis are frequency analysis, technology analysis, reliability analysis, factor analysis, confirmatory factor analysis along with path analysis, The results of path analysis of the effect that the switching barrier of travel agencies and airlines have on switching intention show that ``procedural switching costs`` and ``financial switching costs`` have a meaningful effect on switching intention in travel agencies, while airlines showing that ``procedural switching costs`` and ``attractiveness of alternatives`` get a meaningful effect on switching intention. In the analysis results of the effect on revisit intention by switching barrier, travel agencies show that ``procedural switching costs``, ``financial switching costs`` and ``attractiveness of alternatives`` have a meaningful effect, while airlines shows that switching barrier has no effect on revisit intention. And the result of the effect switching intention has on revisit intention indicates negative(-) effect on both travel agencies and airlines.

대만의 國語와 閩南語 코드전환 의도 연구 ―대만 시사토론 프로그램 중 코드전환 사례를 위주로

염재웅 한국중국문화학회 2023 中國學論叢 Vol.- No.77

In this study, through the data of code-switching between Mandarin and South Min diarect in a current affairs discussion program in Taiwan, we examined what intention the speaker uses code-switching in a situation where political positions are sharply divided. Among the 127 code-switching examples, excluding 7 cases with no particular code-switching intention, Therer are 120 code-switching examples that are divided three type, the first type is “speaker’s intention-centered code-switching” which the speaker tries to reinforce and persuade his argument, the second type is “listener’s intention-centered code- switching” which is carried out by the speaker for the purpose of stimulating or placating the listener, and the third type is the combined type of “speaker’s intention-centered code-switching” and “listener’s intention-centered code- switching”. “listener’s intention-centered code- switching” is used 86 times (72%), “speaker’s intention-centered code-switching” is used 28 times (23%), and “speaker’s intention-centered code-switching” and “listener intention-centered code-switching” type were used 6 times (5%). 본 연구에서는 대만의 시사토론 프로그램에서 발생되는 국어와 민남어의 코드전환 자료 통해 정치적 입장이 첨예하게 갈리는 상황에서 화자는 어떤 의도를 가지고 코드전환을 사용하는지 고찰해보았다. 127개의 코드전환 용례 가운데 특별한 코드전환의 의도가 없는 7개의 용례를 제외한 120개의 코드전환 용례를 화자가 자신의 주장을 강화하고 설득하려는 “화자의 의도가 중심이 되는 코드전환(화자 중심 의도)”과 화자가 청자를 자극하거나 회유할 목적으로 진행되는 “청자의 의도가 중심이 되는 코드전환(청자 중심 의도)”으로 분류하였는데, 상황에 따라서 “화자 중심 의도”와 “청자 중심 의도”가 결합된 용례도 발견할 수 있었다. 코드전환의 전체적인 사용 비율로 보면 “청자 중심 의도”는 86회(72%)로 가장 많이 사용되었고, “화자 중심 의도”는 28회(23%) 사용되었으며, “화자 중심 의도”와 “청자 중심 의도”이 복합적으로 사용된 경우는 6회(5%)로 가장 비중이 낮았다. 일반적으로 토론 형식의 발화라면 자신의 주장을 강조하는 것을 우선으로 삼을 것으로 예측할 것이다. 그러나 본고의 연구 대상은 친국민당 성향의 시사토론 프로그램에서의 발화 내용이다. 따라서 국어 코드를 주로 사용하는 친국민당 성향의 화자들의 숫자가 더 많은 이 프로그램에서 친민진당 성향의 청자를 자극하고 회유할 생각으로 상대방의 코드인 민남어 코드의 사용하는 경우가 많았고, 이와 같은 이유로 “화자 중심 코드전환”보다 “청자 중심 코드전환”의 빈도가 3배 이상 높은 결과가 나온 것으로 유추해볼 수 있을 것이다.

공급사슬만족과 전환비용이 전환의도에 미치는 영향:

서창적(Chang-Juck Suh),김종훈(Jong-Hoon Kim) 한국생산관리학회 2016 한국생산관리학회지 Vol.27 No.4

본 연구는 제조업 공급사슬관계에서 공급사슬만족과 전환비용이 전환의도에 미치는 영향에 있어 현상유지편향의 매개역할 에 초점을 두고 있다. 본 연구의 세부목적은 다음과 같다. 첫째, 공급자와의 거래에 대한 만족이 전환의도에 미치는 영향 을 실증적으로 규명한다. 둘째, 구매자가 기존 공급자의 거래 물량 일부를 다른 공급자에게 더 할당하여 부분 전환하는 과정에서 발생하는 지각된 전환비용이 전환의도에 미치는 영향을 실증적으로 규명한다. 셋째, 구매자가 현재의 상태 즉, 공급사슬관계를 유지하려는 현상유지편향이 전환의도에 직접적으로 미치는 영향을 실증적으로 규명한다. 마지막으로 공급 사슬만족, 전환비용과 전환의도 간의 관계에서 현상유지편향의 매개역할을 실증적으로 규명한다. 이를 위해 완제품업체, 1차 협력사 및 2차 협력사를 대상으로 161개 자료를 수집하였으며, 탐색적․확인적 요인분석, 신뢰성 분석 및 구조방정 식 모델링을 수행하였다. 분석 결과는 다음과 같다. 첫째, 공급사슬만족은 향후 전환의도에 부(-)의 영향을 미쳤으며, 현 재의 상태를 유지하고자 하는 현상유지편향에 정(+)의 영향을 미쳤다. 둘째, 지각한 금전적 전환비용은 미래의 전환의도 에 직접적으로 유의한 영향을 미치지 못 하였지만, 현상유지편향에 정(+)의 영향을 미쳤다. 마지막으로 현상유지편향은 기존 공급자의 전환의도에 유의한 부(-)의 영향을 미쳤다. 본 연구결과는 공급사슬관계에 대한 학문적·실무적 이해를 높 이고, 구매자의 재계약 의사결정 매커니즘을 실증적으로 규명하였다는 점에서 가치가 있다. This research addresses the mediation role of status quo bias in a supply chain relationship. The purpose of this study is to investigate the impact of buyer satisfaction on status quo bias and switching intention. This study also examines the effects of perceived switching costs on status quo bias and switching intention. This research proposes that status quo bias plays a mediating role in the relationship among satisfaction, perceived switching costs, and switching intention. We collected data from 161 manufacturing companies in Korea, which was used to test the hypotheses by conducting an exploratory factor analysis, confirmatory factor analysis, reliability test, and structure equation modeling. The findings are as follows. First, we found that buyer satisfaction has a positive impact on status quo bias while having a negative impact on switching intention. Second, while perceived monetary switching costs has a positive effect on the status quo bias, it has no direct influence on switching intention. Third, status quo bias has a negative effect on switching intention. Finally, this study confirms that the relationship among satisfaction, switching costs, and switching intention is mediated via status quo bias. The findings in this paper will help improve the academic understanding of supply chain relationships and describe the role of status quo bias on a buyer’s repurchase decision making process.

Effects of the Customer Response Attitude, Customer Satisfaction and the Change Seeking Tendency of Customers on the Switching Intentions of Customers at Optical Shops

Se-Jin Kim,Hyojin Kim 대한시과학회 2020 대한시과학회지 Vol.22 No.4

목적 : 안경원 고객을 대상으로 안경원 이용 시 안경원의 고객응대 태도, 고객만족도, 변화추구성향, 전환의도 를 조사하여 안경원 고객의 전환의도에 영향을 미치는 원인을 파악하고자 하였다. 방법 : 2019년 9월부터 11월까지 온라인 설문조사에 응답한 209명을 대상으로 하였다. 안경원의 고객응대 태 도, 고객만족도, 소비자의 변화추구성향, 전환의도가 포함된 총 20개의 문항으로 설문을 구성하였다. 결과 : 안경원의 고객응대 태도는 평균 3.76점, 고객만족도는 3.18점, 소비자의 변화추구성향은 2.95점, 전환 의도는 2.63점으로 나타났다. 안경원의 고객응대 태도가 좋을수록 고객만족도는 증가하였고, 전환의도는 감소하 였다. 안경원 고객 전환의도는 소비자의 변화추구성향이 높을수록 증가하였고, 고객만족도가 높을수록 감소하였 다. 안경원의 고객응대 태도와 소비자의 변화추구성향, 고객만족도는 전환의도에 영향을 미치는 것을 확인하였다. 결론 : 안경원의 고객응대 태도는 좋았으며, 고객만족도가 높아 안경원 고객의 전환의도가 낮음을 확인하였다. 본 연구의 결과를 통해 안경원 고객의 전환의도를 줄일 수 있는 방안을 연구하는 기초자료로 사용되리라 생각한다. Purpose : The purpose of this study was to investigate the customer response attitude, customer satisfaction, change seeking tendencies and switching intentions that customers experienced optical shops to understand the cause that influences the switching intentions of customers. Methods : The online survey was conducted from September to November 2019, and 209 participants who answered the questions were involved in this study. The survey was constructed with 20 questions including the customer response attitude, customer satisfaction, the change seeking tendencies of customers and the switching intentions. Results : The customer response attitude was an average of 3.76 while the customer satisfaction was 3.18, change seeking tendencies of customers was 2.95 and the switching intentions were 2.63. When the optical shop’s customer response attitude improved, the customer satisfaction increased and the switching intentions of customers decreased. When the change of seeking tendencies were high, the switching intentions of customers increased and when the customer satisfaction was high, the switching intentions of customers lowered. It was confirmed that the customer response attitude, change of seeking tendencies of customers and customer satisfaction influenced the switching intentions. Conclusion : The customer response attitude was good with high levels of customer satisfaction, which confirmed that switching intentions of customers was low. The results of this study could be applied as the baseline data in research to reduce the switching intentions of optical shop customers.

항공서비스의 불만요인이 전환의도와 전환행동에 미치는 영향연구

박수영 ( Soo Young Park ) 아시아.유럽미래학회 2009 유라시아연구 Vol.6 No.4

본 연구의 목적은 세계적으로 해외관광수요가 침체되고 있는 현 시점에서 항공서비스에 대한 승객의 불만 중 전환의도와 전환행동에 미치는 요인을 파악하여 항공사가 지속적으로 승객을 유지하고 이탈을 미연에 방지하여 상대적으로 적은 운영비용으로 운영효율성을 극대화시킴으로써 극심한 경쟁의 구도 속에서 차별화된 경쟁전략 및 마케팅전략을 수립하는데 도움을 주고자 하는 것이다. 이러한 목적을 달성하기 위하여 문헌연구와 실증연구를 병행하였다. 문헌연구에서는 항공서비스의 불만요인, 전환의도, 전환행동에 관한 이론적 고찰을 수행하였고 이를 통하여 가설을 설정하였다. 실증연구를 위하여 인천국제공항에서 국제선을 이용하여 출입국하는 내국인 항공승객을 대상으로 항공서비스의 불만요인과 전환의도, 전환행동에 관한 설문조사를 실시하였다. 본 연구의 자료분석을 위하여 SPSS 12.0 통계 패키지를 이용하여 빈도분석, 타당성분석, 신뢰도분석, 단순회귀분석, 다중회귀분석 등을 실시하였다. 타당성 분석을 위하여 항공사 서비스불만에 대하여 요인분석을 실시한 결과 5개의 요인을 도출하였는데, 요인 1을 ‘예약 및 발권서비스’, 요인 2를 ‘운항서비스’, 요인 3을 ‘지상서비스’, 요인 4를 ‘기내서비스’, 요인 5를 ‘부대서비스’로 명명하였다. 전환의도와 전환행동에 대한 요인분석을 실시한 결과 각각 1개의 요인을 도출하였으며 Chronbach``s Alpha 계수를 이용하여 신뢰도 분석을 한 결과 7개요인 모두 .700을 상회하여 문항간의 신뢰성이 충족되었다. 가설 검증을 위하여 다중회귀분석과 단순회귀분석을 실시한 결과 항공서비스 중 첫째, 부대 서비스, 예약 및 발권 서비스, 기내 서비스, 지상 서비스에 대한 불만요인이 항공서비스에 대한 전환의도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 부대 서비스, 예약 및 발권 서비스, 기내 서비스에 대한 불만요인이 항공서비스에 대한 전환행동에 유의한 영향을 미치는 것으로 나타났다. 셋째, 항공서비스에 대한 전환의도는 전환행동에 유의한 영향을 미치는 것으로 나타났다. 실증분석을 바탕으로 몇 가지 시사점을 제시하면 다음과 같다. 첫째, 전환의도와 전환행동에 가장 큰 영향을 미치는 불만요인이 부대 서비스인 것으로 나타났다. 특히 최근 마일리지의 적립과 사용에 승객들의 관심이 많아지고 있어서 마일리지는 더 이상 보너스의 개념이 아닌 권리로 받아들여지고 있다. 항공사에서는 수익이 높고 경쟁력이 있는 노선에 대해서는 마일리지의 사용을 제한하고 있는데, 승객의 입장에서는 누적한 마일리지를 원할 때 사용할 수 없다는 것에 대해 자신의 권리가 박탈당한다고 인식하게 되는 것이다. 항공사는 탑승시 마일리지의 적립이 누락되지 않게 배려해야 함은 물론, 승객들이 사용하고자 할 때 편리하게 사용할 수 있는 제도적 장치를 마련해야 하며 아울러 다양한 제휴를 통하여 더 많은 마일리지 적립 및 많은 사용처를 제공하는 것도 중요하다. 다른 항공사 혹은 다른 업종까지 확대된 폭넓은 제휴는 승객의 이탈을 방지할 수 있을 것이다. 둘째, 전환의도와 전환행동에 두 번째로 영향을 미치는 요인이 예약 및 발권 서비스인 것으로 나타났다. 승객은 항공사의 잘못된 정보 전달 및 업무오류로 인하여 공항에서 탑승할 때 불편을 겪기도 하고 여정을 취소해야 하는 상황을 경험하기도 한다. 항공권의 유효기간이나 제약조건 등을 제대로 확인하지 않아 추가 비용이 발생하거나 항공권 사용이 불가한 경우 승객은 예상하지 못한 불필요한 비용을 추가로 지불해야 하는 것으로 인식한다. 따라서 예약 및 발권을 담당하는 직원은 전문적으로 업무를 숙지하고 있어야 함은 물론 승객에게 항공권의 제약 등에 대해 정확하게 정보를 전달하고 업무 오류를 줄이기 위한 노력을 기울여야 할 것이다. 셋째, 승객이 항공서비스에 대해 불만을 갖게 되면 전환의도를 가지게 되고 이것은 전환행동에 유의한 영향을 미치는 바, 승객의 불만사항을 미연에 방지하는 것이 무엇보다 중요하다. 항공사는 승객의 불만을 초래한 원인에 대해 정확히 파악하고 재발방지 노력을 효과적으로 하여야 할 것이다. 또한 승객의 불만사항에 대한 처리의 신속성이 요구되는데, 불만에 대해 승객을 정확하게 이해시키고 대체서비스를 즉시 제공하며 적절하게 보상할 수 있는 제도를 확립하여야 할 것이다. 결국 불만 제거를 통한 경쟁력 강화방안을 수립하고 이미지 제고를 위해 노력하는 항공사가 경쟁에서 우위를 점하고 궁극적으로 생존할 것이다. The purpose of the study was to identify which service dissatisfaction elements of airline passengers effect switching intention and switching behavior and how they effect each other so that the airlines could continue to retain passengers and prevent them from leaving, whereby it would help to prepare the marketing strategy to maintain or improve sales performance notwithstanding the competition while overseas travel demand is dropping worldwide. To accomplish the purpose, the document study and the actual study were done at the same time. During the document study, dissatisfaction elements of airline services, switching intention and switching behavior were theoretically studied and the assumptions were set out from the preceding studies. For the actual study, the questionnaire survey was done with the Korean who arrived and departed via international airlines at the Incheon International Airport as to dissatisfaction elements of airline services, switching intention and switching behavior. For data analysis of the study, frequency analysis, factor analysis, reliability analysis, simple regression analysis and multiple regression analysis were made by SPSS 12.0 statistics package. To analyze reliability, the factor analysis was made as to dissatisfaction with airline service, which came out with the 5 factors - factor 1 was named for reservation and ticketing service factor 2 for operations service factor 3 for ground service, factor 4 for in-flight service and factor 5 for incidental service, respectively. The factor analysis for reliability analysis of switching intention and switching behavior resulted in one element each. The result of the reliability analysis by Chronbach`s Alpha coefficient indicated that all the 7 factors were above .700 by which reliability among questions were proved. The result of the analysis was as follows. First, the dissatisfaction elements with incidental service, reservation and ticketing service, in-flight service and ground service showed a valid effect on switching intention. Second, the dissatisfaction elements with incidental service, reservation and ticketing service and in-flight service showed a valid effect on switching behavior. Third, switching intention for airline services indicated a valid effect on switching intention. The suggestions from the actual analysis were as followings: Firstly, the dissatisfaction element with incidental service was indicated to make the biggest effect onto switching intention and switching behavior. Airlines ought to be careful with mileage accumulation not to miss when on board and a system should be in place for passengers to use it with convenience where wanted. Also, it would be critical to give more mileage and to prepare more places to use it through diverse alliances. Extensive alliances with different airlines and different industries would be able to prevent passengers from leaving. Secondly, the second biggest effect for switching intention and switching behavior was indicated coming from the dissatisfaction element with reservation and ticketing service. A passenger may have inconvenience when getting on board at the airport or be forced to cancel his itinerary due to misinformation or mistake of an airline. When additional cost incurs or air ticket cannot be used as its validity or restriction terms were not properly checked out, the passenger believes to have to pay unnecessary additional cost that have been unexpected. Accordingly, the staff in charge of reservation and ticketing should not only be well aware of the duties professionally but also make efforts to communicate the information of air ticket restrictions and to reduce working mistakes. Thirdly, passenger`s dissatisfaction with airline services leads to switching intention which eventually makes a valid effect on switching behavior. As such, to prevent passenger`s dissatisfaction is more important than anything. The airlines ought to identify exactly what bring passenger`s dissatisfaction and then to make effective efforts not to let them happen again. In addition, speedy dealing with passenger`s complaints is required. A system should be placed to make the passenger well understood of concerned complaint, to provide substitute service immediately and to offer proper compensation. Eventually, the airline who prepares a plan to strengthen competitiveness by getting rid of dissatisfaction and makes efforts to improve its image would be competitive and be a final survivor.

지각된 위험과 전환비용이 클라우드 서비스로의 전환의도에 미치는 영향에 관한 연구: PPM 모델 중심으로

이승희 ( Lee¸ Seung Hee ),정석찬 ( Jeong¸ Seok Chan ) 한국정보시스템학회 2021 情報시스템硏究 Vol.30 No.3

Purpose In this study, we investigated the impact of perceived risk and switching costs on switching intention to cloud service based on PPM (Pull-Push-Mooring) model. Design/methodology/approach We focused on revealing the switching factors of the switching intention to the cloud services. The switching factors to the cloud services were defined as perceived risk consisting of performance risk, economic risk, and security risk, and switching costs consisting of financial and learning costs. On the PPM model, we defined the pull factors consisting of perceived usefulness and perceived ease of use, and the push factor as satisfaction of the legacy system, and the mooring factor as policy supports. Findings The results of this study as follows; (1) Among the perceived risk factors, performance risk has a negative effect on the ease of use of pull factors, and finally it was found to affect the switching intention to the cloud services. Therefore, cloud service providers need to improve trust in cloud services, service timeliness, and linkage to the legacy systems. And it was found that economic risk and security risk among the perceived risk factors did not affect the switching intention to the cloud services. (2) Of the perceived risk factors, financial cost and learning cost did not affect the satisfaction of the legacy system, which is a push factor. It indicates that the respondents are positively considering switching to cloud service in the future, despite the fact that the respondents are satisfied with the use of the legacy system and are aware of the switching cost to cloud service. (3) Policy support was found to improve the switching intention to cloud services by alleviating the financial and learning costs required for cloud service switching.

Applying Push-Pull-Mooring Framework to Investigate SNSs Switching Behavior

Yu Ding,Tao Wang 한국디지털융합학회 2018 IJICTDC Vol.3 No.2

Switching behavior refer to that users often move from one IT product to another. There are complex motivations and reasons to be explained behind the behavior. Understanding the factors that influence users’ switching behavior is important for SNS providers to consolidate existing user base and attract more users. In view of this, this study introduced the migration theory based on human migration studies from the perspective of social network services, and tried to find out the characteristics of SNSs switching. Based on the PPM framework, we had constructed a conceptual model in which we served social network fatigue as the push driver, three types of network externalities as pull drivers, and inertia as the mooring driver, and put forward relevant assumptions. After the reliability and validity test of the questionnaire, the model and related assumptions were tested using SmartPLS 2.0. We found that push effect of social network fatigue has positive impact on switching intention and is influenced by perceived overloads, pull effects of network size positively influenced switching intention as well. However, the positive associations of social network fatigue and network size with switching intention were alleviated by the mooring effect of inertia. And affective commitment and switching costs significantly promoted the inertia. Finally, the switching intention exerted positive impact on actual switching behavior. Our finding helps to further understand SNS users’ switching behavior, provides reference value for information processing and management of SNSs, and deepen theoretically the switching behaviors of conceptual model in the virtual community users.

酒店转换障碍和关系承诺对转换意图和顾客忠诚度的影响研究

鱼文英,娄迪,이주형 관광경영학회 2017 관광경영연구 Vol.76 No.-

With the intense competition and the increased cost of attracting new customers, companies are more focusing their efforts on customer satisfaction and switching barriers. Switching barrier can be defined as any factor which makes it difficult or costly for consumers to change providers. Using data of customers of China hotels, we examine the structural relationships switching barriers, relationship commitment, switching intention and customer loyalty. The results indicate that alternative attractiveness, switching cost and interpersonal relationship consist of switching barriers. Alternative attractiveness and switching cost have negatively impact on switching intention, but switching cost has no significant impact on switching intention. We also find switching barriers have positively impact on relationship commitment. Our results also show alternative attractiveness and interpersonal relationships are positively relation to customer loyalty, but switching cost is not significantly relation to customer loyalty. In addition, we find relationship commitment negatively impact on switching intention and positively impact on customer loyalty. More results and implications are discussed toward the end.

A Study on the Switching Intention about Smart Phone: Focusing on Customer Behavior in China

Pan Huifeng,Man-su Kang 보안공학연구지원센터 2016 International Journal of u- and e- Service, Scienc Vol.9 No.10

This study examines the effects of perceived value among smart phone users on customer satisfaction, brand trust, brand loyalty, and switching intention in order to analyze the process of purchasing smart phone in China. To this end, a survey was conducted among Xiaomi and Galaxy smart phone users in Shanghai, China. The results show that perceived value had no direct effect on brand loyalty and switching intention, but it turned out that perceived value had indirect effect on brand loyalty through brand trust when the mediating effect was measured. In addition, it turned out that customer satisfaction had direct effects on brand trust while it had no direct effect on brand loyalty and switching intention. Brand trust had direct effects on brand loyalty and switching intention, and it also had indirect effects on switching intention through brand loyalty. It also turned out that brand loyalty had direct effects on switching intention, and that perceived value in the general model of this study had direct effects on brand trust. The mediating effect through customer satisfaction indicates the function of a partial mediating model. Since perceived value had no direct effect on brand loyalty, the mediating effect through brand trust indicates the function of a complete mediating model. Since customer satisfaction had no direct effect on brand loyalty, the mediating effect through brand trust indicates the function of a complete mediating model. It is thought that the findings of this study will contribute to establishing marketing strategies to secure competitive edge among smart phone competitors in China. In addition, if smart phone suppliers in the Chinese market desire basic materials for the establishment of marketing strategies differentiated from those of competitors, the findings of this study can be utilized and helpful for such strategies.