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여행상품 온라인 유통채널 인식에 따른 채널만족, 채널신뢰 및 채널충성도에 미치는 영향에 관한 연구
송기문 ( Gimoon Song ),박희일 ( Heeil Park ) 관광경영학회 2019 관광경영연구 Vol.87 No.-
A Study on the effects of travel product distribution channels perception on channel satisfaction, channel reliability and channel loyalty. The investigator built a theoretical system about the perceptions of travel product distribution channels and channel satisfaction, reliability and loyalty by reviewing previous studies, established a model by reviewing causal relations among the variables and set total five hypotheses accordingly. In an effort to test the hypotheses, the investigator conducted a survey with tourists that had an experience with purchasing an overseas travel product via various distribution channels at the International Terminal of the Incheon International Airport on September 1~30, 2017. The study measured relations between the perceptions of travel product distribution channels and channel satisfaction and found that three consumer perceptions of such channels, which were economy, convenience, and service, had significant effects on their channel satisfaction. The study measured relations between consumer perceptions of such distribution channels and their channel reliability and found that their perceptions of economy had no significant effects on their trust in the personnel and travel products. As for relations between channel satisfaction and reliability, channel satisfaction had significant impacts on channel reliability and also channel loyalty. There were significant influential relations between channel reliability and loyalty, but brand reliability did not have any significant influences on word of mouth intention. The findings are expected to provide important directions and meaningful implications for marketing strategies highlighting the characteristics of each travel product distribution channel according to the travel product distribution channels of travel agencies and serve as basic data for follow-up study.
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