전환장벽의 두 가지 차원이 전환의도에 미치는 영향에 관한 연구: 호텔 레스토랑을 중심으로

조은아 ( Eun Ah Cho ),김건 ( Gun Kim ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.6

본 연구는 호텔 레스토랑에 있어서 전환정벽과 전환의도의 관계를 조사하고자하며 목적을 달성하기 위하여 문헌 연구와 설문지를 실증분석에 이용하였으며, 총 6개의 가설을 설정하여 이에 대해 검증을 수행하였다. 본 연구의 실증분석 결과는 다음과 같다. 호텔 레스토랑전환장벽 4개 요인 중 ``이성적 재무·혜택 전환장벽``, ‘이성적 학습 전환장벽’, ‘감성적 관계전환장벽’, ‘감성적 애호 전환장벽’ 의 4개의 요인 모두 유의한 부(-)의 영향을 미치는 것으로 나타났다. 전환의도를 낮출 수 있는 영향력에 있어서는 감성적 관계 전환장벽(β=-0.244, p<0.01), 이성적 재무·혜택 전환장벽(β=-0.237, p<0.01), 감성적 애호 전환장벽(β=-0.185, p<0.01), 이성적 학습 전환장벽(β=-0.124, p<0.05)의 순으로 차이가 발견되었다. 그러므로 호텔 레스토랑에서는 마케팅 전략시, 진실된 충성도 고객과 그렇지 않은 유사 충성도 집단, 낮은 충성도 집단, 잠재 충성도 집단의 고객군을 구분하여 전략을 수립할 필요가 있다. The purpose of this study was to investigate the relationship between switching barriers and switching intention in hotel restaurant. This study was analyzed through a questionnaire that based on literature reviews and the derived variables from preceding studies. Multiple regression analysis was used to investigate the 6 hypotheses. Based on the result from the analysis, research hypotheses(H1-H2).were tested. The findings were identified and summarized as follows. All switching barriers ``rational finance/benefit switching barriers``, ``rational learning switching barriers``, ``emotional relational switching barriers`` and `` emotional affective switching barriers`` negatively affects switching intention. The relative importance of the switching barriers(independent variables) in contributing to the variance in the switching intention(dependent variable) is as follows : There are ``emotional relational switching barriers``(β=-0.244, p<0.01), ``rational finance/benefit switching barriers``(β=-0.237, p<0.01), ``emotional affective switching barriers``(β=-0.185, p<0.01), ``rational learning switching barriers``(β=-0.124, p<0.05). Therefore the marketing strategy should be conducted discriminately according to type of customer Switching Barriers in the hotel restaurant industry.

피부미용실의 서비스품질과 고객의 전환장벽 및 전환의도의 관계

김설아,방효진 한국기초조형학회 2022 기초조형학연구 Vol.23 No.1

This study suggests the importance of service quality due to the excessive increase in the number of beauty salons and competition. The purpose of this study is to prepare a plan to prevent customers from switching to other beauty salons. This study investigated the effect of different service quality on switching barriers and switching intentions for 300 customers of beauty salons in the Seoul Capital area, Gangwon-do, and Chungcheong-do. As a research method, a survey was conducted from January 5 to February 4, 2019, and the SPSS 21.0 program was used for analysis. Here are the results. Service quality was classified into five factors: reliability, certainty, tangibility, empathy, and responsiveness. Switching barriers were classified into four factors: procedural, relational, alternative, and financial. Switching intentions were classified into one factor. It was found that the factors of empathy, certainty, and tangibility in terms of service quality of beauty salons have a meaningful effect on procedural factors of switching barriers. In addition, the factors of empathy and responsiveness in service quality have a significant effect on the financial factors of switching barriers. It was also found that there is a meaningful effect on the relational factors of switching barriers according to the factors of service quality such as certainty, empathy, and responsiveness. It was found to have a significant effect on the alternative factors of switching barriers according to the factors of service quality such as certainty, responsiveness, and tangibility. It was found to have a meaningful effect on the switching intentions according to the factors of service quality of beauty salons such as certainty and tangibility. If the results of the study are comprehensively examined, it was found that switching barriers and switching intentions of customers have different influence according to service quality of beauty salons. Based on the results of the study, if service quality of beauty salons is enhanced, it is expected to prevent customers from switching to another beauty salon in advance. 이 연구는 피부미용실의 과잉 증가 및 경쟁에 따른 서비스품질의 중요성을 제시하며, 고객들이 다른피부미용실로 전환하는 현상을 방지하기 위한 방안을 마련하는 것이 목적이다. 이 연구는 수도권과 강원도, 충청도 지역의 피부미용실 고객 300명을 대상으로 서비스품질에 따라서 전환장벽, 전환의도에미치는 영향을 알아보기 위한 연구이다. 연구방법은 2019년 1월 5일부터 2월 4일까지 설문조사를 진행하였으며, SPSS 21.0 프로그램을 분석에 활용하였다. 연구 결과는 다음과 같다. 서비스품질은 신뢰성, 확신성, 유형성, 공감성, 응답성 5개 요인으로 분류되었다. 전환장벽은 절차성, 관계성, 대안성, 재무성 4개 요인으로 분류되었고, 전환의도는 1개 요인으로 분류되었다. 피부미용실 서비스품질의 공감성, 확신성, 유형성 요인에 따라서 전환장벽의 절차적 요인에 유의미한 영향을 미치는 것으로 나타났다. 서비스품질의 공감성, 응답성 요인에 따라서 전환장벽의 재무적 요인에 유의미한 영향을 미치는것으로 나타났다. 서비스품질의 확신성, 공감성, 응답성 요인에 따라서 전환장벽의 관계성 요인에 유의미한 영향을 미치는 것으로 나타났다. 서비스품질의 확신성, 응답성, 유형성 요인에 따라서 전환장벽의 대안성 요인에 유의미한 영향을 미치는 것으로 나타났다. 피부미용실의 서비스품질의 확신성, 유형성 요인에 따라서 전환의도에 유의미한 영향을 미치는 것으로 나타났다. 이 결과를 종합적으로 살펴보면, 피부미용실의 서비스품질에 따라서 고객의 전환장벽과 전환의도는 각각 다른 영향관계가 있음을 알 수 있었다. 이 연구의 결과를 바탕으로 피부미용실의 서비스품질 수준을 높인다면 고객이 다른피부미용실로 전환하는 현상을 사전에 방지할 수 있다고 판단된다.

장기적 관점에서 전환장벽은 긍정적인가? -전환장벽에 대한 심리적 반발을 중심으로-

정윤희 한국마케팅관리학회 2013 마케팅관리연구 Vol.18 No.1

This study attempts to explain the negative effect of switching barrier in the setting of service. To suggest the negative effect of switching barrier, we established the outline of model, based on psychological reactance theory, and then adjusted the specific constructs which are included in the model, based on the attributes of switching context. The negative effects model of switching barriers which we present in this study includes the antecedents and consequences of psychological reactance to the switching barrier. The former factors consist of switching barrier traits and personal traits. The latter factors consist of commitment to the present provider, negotiation intent to the switching barrier, and expectation to the alternative provider. Through reviewing previous studies, we suggested external(service provider) attribution and justification of switching barrier as switching barrier traits, and reactance tendency, variety seeking as personal traits. Also, we expect that these switching barrier traits and personal Traits effect psychological reactance to the switching barrier, in turn psychological reactance to the switching barrier effect commitment to the present provider, negotiation intent to the switching barrier, and expectation to the alternative provider. Survey research is employed to test these hypotheses. Previous researches, such as marketing, leisure, hedonic research, have been referenced to measure constructs. We collected data involving various experiences, and used 228 respondents to analyze these data using LISREL structural modeling. All internal consistency measures are greater than .70, which is above the level set by Nunnally(1978) of .70, so the scales demonstrate internal reliability. In the measurement model, the fit indices indicate satisfactory model fit. The proposed model was a good fit with the data, the hypothesized relationships were statistically significant. External (service provider) attribution had positive effects on psychological reactance to the switching barrier and justification had negative effects on psychological reactance to the switching barrier. Also, both reactance tendency and variety seeking had positive effects on psychological reactance to the switching barrier. And then psychological reactance to the switching barrier had significant effects on commitment to the present provider, negotiation intent to the switching barrier, and expectation to the alternative provider. In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding switching barrier and implying an enhanced ability to satisfy target consumers of service field. 전환장벽은 제공자를 바꾸는 것을 어렵게 만드는 요인들로서, 장기적으로 소비자의 이탈을 막고 기업의 미래 이익에 기여한다는 측면에서 주로 논의되었다. 전환장벽이 표면적으로 이탈을 막는 것은 분명하지만, 심리적 반작용이론에 비춰볼 때 전환의 자유를 제약한다는 측면에서는 소비자들에게 부정적 영향을 줄 수 있다. 본 연구는 이러한 전환장벽의 부정적 영향을 구체화하기 위해, 전환장벽에 대한 심리적 반발을 중심으로 선행변수와 결과변수를 제안하고 있다. 먼저 전환장벽의 외적(서비스 제공자) 귀인과 정당성과 같은 장벽 자체의 특성, 그리고 반발성향과 다양성추구성향과 같은 개인적 특성이 전환장벽에 대한 심리적 반발에 영향을 주는 것으로 가정하였다. 전환장벽에 대한 심리적 반발은 현재 제공자에 대한 몰입, 전환장벽에 대한 협상의도, 대안적 제공자에 대한 기대에 영향을 주는 것으로 가정하였다. 이러한 가정들을 검증하기 위해 20~30대를 대상으로 228부의 데이터를 수집하였고, 구조방정식 모형을 이용하여 분석하였다. 연구결과, 예상한 바대로 전환장벽의 특성과 개인적 특성이 전환장벽에 대한 심리적 반발에 유의한 영향을 주고 있으며, 심리적 반발은 다시 현재 제공자에 대한 몰입, 협상의도, 그리고 대안적 제공자에 대한 기대에 유의한 영향을 주는 것으로 나타났다. 이러한 연구결과는 전환장벽이 고객과의 관계유지에 긍정적일 뿐 아니라, 한편으로 직간접적으로 미래성과에 부정적 영향을 줄 수 있음을 결과변수를 통해 보여주며, 또한 어떤 특성들이 이러한 부정적 영향에 더 기여할 수 있는지를 선행변수의 제안을 통해 발견하고 있다. 이는 전환장벽에 대한 다양한 시각이 부족했던 기존 연구를 보완하며, 전환장벽에 대한 시각의 확장을 통해 실무적 시사점도 함께 제시하고 있다.

자동차 보험에서 비대면 채널로의 전환이 전환의도에 미치는 영향

전소영(Jeon, So Young),유한주(Yoo, Hanjoo) 한국서비스경영학회 2020 서비스경영학회지 Vol.21 No.3

This paper is a study on the effect of switching barriers on switching intentions of car insurance purchase channel. It identifies switching barriers from face-to-face channel to non-facing channel and examines which of the variables among the components of switching barriers have an impact. Considering age among the customer characteristics as a moderating variable, it identifies the differences in the effect of switching barriers of car insurance on switching intentions. For the empirical analysis, a survey was conducted on 297 Korean customers who had either maintained face-to-face channels after applying for car insurance with face-to-face interaction, or who had applied for car insurance through face-to-face interaction but switched to non-facing channel. For the statistical analysis, SPSS 25.0 was used. The results showed that only switching cost has a significant negative effect on the switching intentions. It has been verified that the effect of switching barriers on switching intentions also works significantly in car insurance among the non-life insurance. In addition, after verifying the moderating effect with age as the moderating variable, it showed that age did not have any moderating effect on switching barriers.

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.

연구논문 : 패밀리 레스토랑의 전환장벽이 충성도와 고객유지에 미치는 영향

차현수 ( Hyun Soo Cha ),박종원 ( Jong Won Park ),강도원 ( Do Won Kang ) 한국컨벤션학회 2014 MICE관광연구 Vol.14 No.2

The purpose of this study is to investigate Switching Barriers of Family Restaurant. Influencing Customer retention, Loyalty, and to perform the empirical analysis. Switching barrier can help firm attract new customers or retain old customers, because it could keep relationships between users and suppliers. Switching barriers is an important marketing strategy in family restaurant industry in the face of increasing competitions. In this study switching barrier was divided into positive switching barrier and negative switching barrier. Then the influence of positive or negative switching barrier on customer retention and customer loyalty is analyzed. The results are as follows: First, Positive switching barrier is related to active loyalty, passive loyalty, and customer retention. Second, Negative switching barrier influences only passive loyalty negatively. These results remained that negative switching barrier, like money, has no affection to family restaurant users.

패밀리 레스토랑의 전환장벽이 충성도와 고객유지에 미치는 영향

차현수,박종원,강도원 한국마이스관광학회 2014 MICE관광연구 Vol.14 No.S2

The purpose of this study is to investigate Switching Barriers of Family Restaurant. Influencing Customer retention, Loyalty, and to perform the empirical analysis. Switching barrier can help firm attract new customers or retain old customers, because it could keep relationships between users and suppliers. Switching barriers is an important marketing strategy in family restaurant industry in the face of increasing competitions. In this study switching barrier was divided into positive switching barrier and negative switching barrier. Then the influence of positive or negative switching barrier on customer retention and customer loyalty is analyzed. The results are as follows: First, Positive switching barrier is related to active loyalty, passive loyalty, and customer retention. Second, Negative switching barrier influences only passive loyalty negatively. These results remained that negative switching barrier, like money, has no affection to family restaurant users.

의료서비스에서 고객충성도에 대한 전환장벽의 조절효과 분석

이선희 ( Sun Hee Lee ),김현미 ( Hyun Mi Kim ),채유미 ( Yoo Mi Chae ) 한국보건행정학회 2007 보건행정학회지 Vol.17 No.3

This study was performed to explore the effect of customer satisfaction and switching barriers on customer royalties in medical services. 900 households, 1% sample were randomly selected from K city located in Kangwon province. Interview survey was performed with structured questionnaire for the entire people, 923 persons who experienced medical service utilization during one year before survey on time, september, 2002. In comparison of switching barriers by sociodemographic characteristics, lower income group and lower educated group showed the higher level of recognition level on availability of changing the service provider significantly. In terms of economic loss as one of switching barriers, the group of over aged 61, the lower income group and the lower educated group felt higher than other groups. Also, the time loss of switching barrier was recognized in 41-60 aged group and employee in service industry highly. For the perceived risk factor as another switching barrier, the high educated group showed the higher recognition level in performance risk and felt higher social risk than other groups. In analysis of customer satisfaction and loyalty levels by switching barrier components, the lower level of availability of changing the service provider and the higher level of recognition for economic and time loss, they showed the higher satisfaction and loyalty levels. In final step, multiple regression analysis showed the positive relationship between customer satisfaction, switching barrier and customer loyalties. Besides, the moderating effect of switching barrier in relationship between customer satisfaction and loyalties was significant and this results suggests that the influence of customer satisfaction to customer loyalties might be weakened in high level of recognition for switching barrier. In conclusion, perceived risk of economic and time loss as switching barrier is an important factor and should be considered in planning of marketing strategy carefully in terms of defensive marketing.

컨벤션 행사 주최자의 긍정적 커뮤니케이션 스타일이 이용고객의 전환장벽과 전환의도에 미치는 영향 -벡스코를 중심으로

장병주 ( Byeong Ju Jang ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2015 호텔리조트연구 Vol.14 No.3

This research is to analyze the implication for enhancing customer satisfaction and attracting visitors to the BEXCO and to investigate what kind of effect has an impact on switching barrier and switching intention depending on the communication styles of the organizers of the convention events. To accomplish these purposes of the study, 400 questionnaires are distributed from February 1 to February 28, to the customers who participated in the BEXCO exhibitions and events in Busan. The valid samples were 353 questionnaires. For data analysis, frequency analysis, reliability analysis, and exploratory factor analysis using SPSS 22.0 have been employed. The hypotheses testing took advantage of the confirmatory factor analysis and structural equation modeling for the cause and effect among the variables by using AMOS 22.0. The analysis results are as follows. The results of research hypotheses, communication style does not have a positive effect on switching barrier between communication style and switching barrier. However, communication style has a negative effect on switching intention between communication style and switching intention. Between switching barrier & switching intention, switching barrier does not have a negative effect on switching intention.

긍정적 전환장벽과 부정적 전환장벽이 고객유지와 고객충성도에 미치는 영향

변현수 한국산업경제학회 2010 산업경제연구 Vol.23 No.4

기존의 기업전략은 대부분 많은 사용자를 확보함으로써 매출액이나 인지도 등을 높이는 것에 주로 한정되었다. 최근의 기업전략에는 특정한 사용자 계층을 목표로 하여 이들 집단에 해당하는 판매 또는 홍보전략 등을 수립하는 것이 실행되고 있다. 이러한 기업전략의 발전추세는 신규 고객 유치 전략과 기존 고객 유지 전략으로 구분된다. 이러한 전략수립에 큰 도움을 주는 것이 전환장벽의 구축이다. 전환장벽은 사용자로 하여금 기존에 거래하는 기업 또는 공급자와의 관계를 함부로 파기시키지 못하게 하는 효과가 있기 때문이다. 본 연구는 이러한 추세에 비추어 많은 관심을 받고 있는 전환장벽을 긍정적 전환장벽과 부정적 전환장벽으로 구분하여 각각 고객유지와 고객충성도에 미치는 영향을 확인해 보려하는 데에 그 목적이 있다. 연구결과 긍정적 전환장벽은 능동적 충성도, 수동적 충성도, 그리고 고객 유지에 모두 유의한 영향을 미치고 있었다. 이에 비해 부정적 전환장벽은 수동적 충성도와만 부정적으로 유의한 관계를 가지고 있었다. 이러한 관계를 탐구하여 사용자와 공급자와의 사이에서 보다 발전적인 관계를 구축할 수 있는 다양한 방법을 개발할 필요성을 발견할 수 있다. Most earlier corporate strategies are confined to obtain massive users for increasing sales figure and brand identity. Recently firms are focusing on particular sales strategies and promotions for each group among users. Switching barrier can help firm attract new customers or retain old customers, because it could keep relationships between users and suppliers. In this study switching barrier was divided into positive switching barrier and negative switching barrier. Then the influence of positive or negative switching barrier on customer retention and customer loyalty is analyzed. The result was that positive switching barrier is related to active loyalty, passive loyalty, and customer retention. However, negative switching barrier influences only passive loyalty negatively. These results remained that negative switching barrier, like money, has no affection to online users. In cyberspace searching cost and switching cost are low, so when users have chance to switch, they could change their supplies easily. It is concluded that online suppliers have to develope methods for close relationship psychologically.