항공서비스의 불만요인이 전환의도와 전환행동에 미치는 영향연구

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

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.

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.

온라인 식품구매 소비자의 전환행동에 관한 연구 - 수정된 Triandis 모델을 적용한 통합 모델 개발을 중심으로 -

유은이 ( Yoo Eunyi ),김주향 ( Kim Joohyang ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.4

Online food market has been growing continuously in South Korea even though the food and beverage industry has difficulties in preserving the high quality of freshness and standardization different from manufactured goods. However, there is a lack of study to examine consumer switching behavior in online food market. This study analyzed the impact of food purchasing quality, perceived consequences and social factors proposed by Triandis. 400 questionnaires were collected from April 12 to 23 in 2021, and 360 questionnaires except inadequate responses were used for statistical analysis. The results are as follows. First, the procedural switching cost has related to perceived ease of use negatively and social influence positively. Second, the financial switching cost has related to price, perceived usefulness, and social influence positively though product quality and perceived ease of use negatively. Third, relational switching cost has related to social influence negatively but has positive relationship with product quality, price, and perceived usefulness. Fourth, the switching intention has related to perceived usefulness and ease of use, social influence positively. Fifth, the procedural switching cost has positive relationship but the relational switching cost has negative in analysis of effect of switching cost and switching behavior. Sixth, the switching intention has related to the switching behavior positively. It will be contributed to the research of the online food market by specifically exploring consumer switching behavior and providing data to help companies manage their consumers in practice.

지각된 위험이 관광지 이미지와 관광지 전환행동에 미치는 영향 연구

최재우 관광경영학회 2019 관광경영연구 Vol.90 No.-

This study researched the influence of perceived risk on image and switching behavior of destination. First, the influence of perceived risk on destination image was examined. Second, the effect of perceived risk on switching behavior of tourist attraction was clarified and lastly, the influential relation between image and switching behavior of destination was researched. The period of survey is from June 10th to June 20th in 2019 and total 230 sheets of questionnaire were distributed and then final 217 sheets of questionnaire were analyzed except unreliable 13 pieces of questionnaire. First, when it comes to the influential factors of perceived risk on destination image, a financial risk and a temporal risk have a statistically significant positive effect on cognitive image. Second, a perceived risk does not have any influence on switching behavior, which is a different result from precedent researches. Third, as for the influential factors of destination image on switching behavior, both perceived image and emotional image have statistically significant positive effect on switching behavior.

SECURING BUSINESS-TO-BUSINESS RELATIONSHIPS: THE IMPACT OF SWITCHING COSTS

Markus Blut,Heiner Evanschitzky,Christof Backhaus,John Rudd,Michael Marck 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Although the relationship marketing literature acknowledges the importance of switching costs for increasing customer retention in general, little is known about its relevance in industrial markets. In particular, it is unclear whether switching costs and its dimensions impact relevant behavioral outcomes of buyer-seller relationships in business-to-business (B2B) markets. Against this background, our research intends to make two main contributions: Since we assume differential effects for different types of switching costs, our research first explores the dimensions of switching costs for the B2B domain. Second, it tests the relative impact of the dimensions of switching costs on business customers’ actual purchase behavior. Results suggest that switching costs in B2B settings are a multi-faceted construct, including (i) procedural, (ii) financial, and (iii) relational switching costs. Moreover, we find relational switching costs to be most important for securing B2B buyer-seller relationships since they impact a customer’s (a) share-of-wallet, (b) cross buying behavior, and (c) actual switching behavior. While procedural switching costs only influence share-of-wallet, financial switching costs solely impact customer’s cross-buying behavior across a firm’s product and services categories. These findings contribute to a better understanding about how to secure B2B buyer-seller relationships.

지불결제서비스 시장에서 인지된 시장성과지표가고객가치, 고객만족 및 고객전환행동에 미치는영향

이명식 사단법인 한국신용카드학회 2018 신용카드리뷰 Vol.12 No.4

The purpose of this study is to investigate the effect of market performance indicator, as a macro-indicator, on customer satisfaction, customer value, and switching behavior in payment service market. The market performance indicator used by the European Commission is adapted. It is examined that the market performance indicator explains actual switching behavior better than micro-indicators like switching cost, inertia, benefit of switching, and attitude towards alternative providers. While there are many researches on service provider switching focusing on the outcomes of service transactions and the benefits of switching, there is little research on how consumers view market conditions as being favorable or not for switching. Support is found for a number of hypothesized structural relations. The market performance indicator is found to influence customer satisfaction and customer value, and is found to contribute strongly to actual switching behavior. The results also showed that there are moderating effects of gender in the relationship between market performance indicator and switching behavior. Some implications for decreasing customer defection and enhancing profit in credit card market are briefly discussed. 경쟁력을 제고하기 위한 신용카드 마케팅 전략은 신규로 고객을 창출하기보다는 기존 고객의 만족 및 가치제고를 기반으로 타 신용카드는 물론 간편결제시스템 등 대체결제수단으로의 고객전환행동을 줄이고 이를 통하여 비용감소와 수익성제고에 초점을 맞추어 수립되어야 할 것이다 . 본 연구에서는 시장에서 신용카드사의 공정한 경영활동에 대한 소비자들의 인식이 고객가치 , 고객만족및 고객전환행동에 어떻게 영향을 미치게 되는지를 분석해보고 , 아울러 시장성과지표와 고객전환행동과의 관계에서 가장 대표적인 인구통계변수인 성별 (gender) 을 사용하여 조절효과를 살펴보았다 . 이를 위해서 기본적으로 유럽위원회가 사용하는 시장성과지표가 채택되었다 . 거시적 시장성과지표는 전환 비용 , 관성 , 전환의 혜택 및 태도 같은 미시적 지표보다 지불결제시스템을 사용하는고객들의 전환 행동을 더 잘 설명하는 것으로 나타났다 . 시장에서 서비스 제공자와의 거래 결과와고객전환행동의 혜택에 초점을 맞춘 연구는 많지만 , 소비자들이 인식하고 있는 거시적 시장성과지표를 근간으로 하는 고객전환행동에 대한 연구는 거의 없는 실정이다 . 많은 가설적 구조 관계에대한 지지가 발견되었다 . 즉 , 신뢰 , 대체안 비교 , 문제해결 및 불만처리 , 소비자의 사전기대 등으로이루어진 시장성과지표는 고객가치와 고객만족에 긍정적인 영향을 미치는 것으로 확인되며 실제고객전환행동에 크게 기여하는 것으로 확인되었다 . 또한 시장성과지표와 고객전환행동 사이의 관계에서 성별의 조절효과가 있다는 것을 보여주고 있다 . 분석결과에 따라 지불결제서비스 시장에서의 마케팅전략 수립에 유용한 시사점이 제시되었다 .

Conceptualization and Examination of the Push-Pull-Mooring Framework in Predicting Fitness Consumer Switching Behavior

Kyungyeol (Anthony) Kim 글로벌지식마케팅경영학회 2024 Journal of Global Sport Management Vol.9 No.1

The purposes of the study are to (1) conceptualize the push-pull-mooring (PPM) framework in the context of fitness centers and (2) empirically examine how factors of push, pull, and mooring effects predict switching behavior. In Study 1, a qualitative method is used to unearth factors of push, pull, and mooring effects pertinent to fitness centers. To this end, a higher-order reflective-formative PPM framework is developed. In Study 2, a quantitative approach using two-wave survey data is undertaken to examine the PPM framework in relation to switching behavior. The results show the significant positive direct influences of push and pull effects on switching behavior. Mooring effects are found to negatively predict switching behavior and negatively moderate the positive relationships of push-pull effects and switching behavior. The findings theoretically and empirically support the conceptualization of the PPM framework and its direct and indirect influences on switching behavior.

쇼핑스타일, 판촉이용정도, 판촉에 의한 행동전환간의 관계

이영미,박경애 대한가정학회 2003 Human Ecology Research(HER) Vol.41 No.9

The purpose of this study was to examine the relationships between shopping styles, promotion usage behaviors, and consequential switching behaviors. Specifically, it examined: 1) the effects of shopping styles on promotion usage and switching behaviors; and 2) the effects of promotion usage on switching behaviors. A total of 378 responses collected from a questionnaire survey were analyzed. Multiple regression analyses showed that loyalty, fashion prone, brand prone, value prone, and hedonic shopping prone styles among the 7 shopping styles affected promotion usage behaviors, and brand prone, hedonic shopping prone, and price prone styles affected switching behaviors. Also, sales and sweepstakes among the 6 promotion usage behaviors affected switching behaviors.

서비스실패 상황에서 복구수행이 복구만족을 통하여 전환행동과 부정적 구전에 미치는 영향: 정의 직접효과 및 조절효과

김선희,박종희,김도일 한국마케팅관리학회 2016 마케팅관리연구 Vol.21 No.3

This study primarily aimed to apply Korean consumer’s Cheong to service failure. Cheong is the most common and sociocultural emotion governing Korean’s psychological experiences. In the existing service marketing research, Cheong has been known to have an positive impact on customer attitude such as satisfaction, reuse intention, and loyalty. But in general, consumers satisfied with service quality have reuse intention or loyalty without Cheong. So Cheong is more important when service failure occurs. Cheong makes persons to positively perceive the other party’s weak points or wrong doings. Therefore, Cheong is likely to affect the company of service failure positively. For this purpose we investigated the effects of service provider-customer Cheong switching behavior and negative word-of-mouth in service failure. Also we examined the interaction effect of recovery satisfaction and Cheong on switching behavior and negative word-of-mouth. We conducted a survey with consumers that had used specific service shops and experienced services failure within last three months. To test research hypotheses, we used structural equation modeling and MANOVA analysis. The results were as follows. First, customer’s Cheong toward the service provider has a negative impact on switching behavior. And switching behavior was confirmed to decrease by Cheong. As Cheong has a positive effect on maintaining the relationship of service provider and customer, it does in the situation of service failure. Second, the results indicate that the group with high level of Cheong has lower switching behavior and negative word-of mouth than the group of low level Cheng. And switching behavior gap and negative word-of mouth gap in satisfaction are larger in low Cheong than in high Cheong. So we confirmed the interaction effect of Cheong on recovery satisfaction. Third, service recovery has a positive effect on recovery satisfaction. And service failure has a negative effect on recovery satisfaction, switching behavior, and negative word-of-mouth. Regarding theoretical implications of this study, Cheong-related existing research of the service failure found its effects. However, existing studies used the scenarios using an experimental research methods or critical incident technique(CIT), but this study conducted an empirical survey. In addition, this study has practical implications for service organization’s recovery strategy and customer relation management. 본 연구는 한국소비자의 정 감정을 서비스실패 상황에 적용하는 것을 주요 목적으로 하고 있다. 그동안 서비스마케팅에서 정은 고객만족, 재이용의도, 애호도 등 소비자태도에 긍정적인 영향을 미치는 변수로 알려져 왔다. 그러나 일반적으로 서비스품질에 만족한 고객은 정의 개입이 없더라도 재이용의도나 애호도를 가질 수 있기 때문에 평상시의 서비스구매 상황보다 서비스실패 상황에서 오히려 정의 중요성이 더 높아질 수 있다. 정의 특성으로 상대방이 실수하거나 마음에 들지 않는 행동을 했을 때 이해하고 수용하는 것을 들 수 있는데, 이러한 특징에 의해 서비스실패 상황에서 서비스제공자-고객 간 정이 기업에게 긍정적으로 작용할 가능성이 있을 것으로 보았다. 본 연구는 실제로 서비스실패를 경험한 고객을 대상으로 정이 전환행동, 부정적 구전에 미치는 효과를 검토하였다. 그리고 복구 후 만족과 전환행동, 부정적 구전 사이에서 정이 조절효과를 가지는가를 검토하였다. 실증분석 결과, 서비스제공자에 대한 고객의 정은 전환행동에 부(-)의 영향을 미치는 것으로 나타나 정이 서비스실패 상황에서 전환행동을 억제시키는 변수임을 제시하고 있다. 또한 정은 복구만족과 전환행동, 복구만족과 부정적 구전 사이에서 조절작용을 하는 것으로 나타났다. 정이 높은 집단이나 낮은 집단 모두 복구만족이 높을 때는 전환행동과 부정적 구전을 적게 하고, 복구만족이 낮을 때는 전환행동과 부정적 구전을 많이 한다. 정의 조절효과는 정이 높은 집단이 낮은 집단에 비해 그 격차가 적다는 점을 시사한다. 본 연구는 서비스실패 상황에서 복구전략과 정, 고객행동의 관계를 살펴봄으로써 기존의 정 연구를 확장하였다는 점에서 이론적인 의의를 찾을 수 있다. 또한 서비스실패를 만회하기 위해 많은 노력을 경주하고 있는 서비스기업에게 실무적 시사점을 제공하고 있다.

서비스 전환행동 및 비용에 관한 연구: 레스토랑 이용고객을 대상으로 CIT분석

이정학 한국관광학회 2009 관광학연구 Vol.33 No.5

The purpose of this study was to analyze service switching behavior and its consequent costs among restaurant customers. The critical incidents technique(CIT) was used to illustrate and classify 437 restaurant customers' switching behavior and costs. Results reveal that core service failure was the most critical reason in the restaurant customers' service switching behavior. Confidence benefits were the most significant cost in service switching behavior. Confidence benefits and social benefits were shown to result in recurring business, although special treatment benefits were not related to customer loyalty. These results suggest that restaurant managers need to improve core service and retain customers by providing confidence and social benefits.