스키리조트 이용객의 관계혜택이 지각된 가치, 고객만족 및 고객충성도에 미치는 영향 : 강원도지역 스키리조트를 중심으로 = The Impact of Relational Benefits on Perceived Values, Customer Satisfaction and Customer Loyalty for Ski Resort Tourists : Case for Ski Resorts in Gangwon Province

다국어 초록 (Multilingual Abstract)

Retaining and gaining customer loyalty has become more important for ski resort industries due to the highly competitive environment and supply reduction. The purpose of the study was to investigate the influence of relation benefit on perceived value, customer satisfaction, and customer royalty based on the real survey data from 281 university students who were visited the ski resorts in Gangwon province on 2011-2012 winter season. The finding shows that relation benefits for ski resort visitors were revealed three sub factors : psychological benefit factor, economic benefit factor, and social benefit factor. In case of perceived value were consisted of two sub factors : symbolic value, functional value. Second psychological benefit factor and economic benefit factor were positively influenced on both symbolic value and functional value but not social benefit factor. Third only psychological benefit factor was positively influenced on customer satisfaction, but all the three sub factors were positively effected on customer royalty. Fourth symbolic value and functional value were positively effected on customer satisfaction, and customer royalty. Finally, customer satisfaction was positively influenced on customer royalty. Through the result, the author hope this study aims to develop the relation benefit model on relation exchanges in future study.

참고문헌 (Reference)

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