국내 펜션이용객의 소비자태도 및 행동의도의 선행변수에 관한 연구

다국어 초록 (Multilingual Abstract)

While researches on the pension industry have been actively carried out mostly on profitability, service quality, selection attributes, and service scape so far, researches on consumers’ attitude and behavioral intention affected by service quality and service value have been scarcely carried out in the tourism research field. In this study, therefore, service quality and service value in the pension industry have been hired as antecedents to investigate the relationship among the factors and customer satisfaction, customer trust, revisit intention, and WOM intention. A survey has been conducted for the empirical purpose, and a total of 373 questionnaires were collected, of which 341 were used for empirical analysis after eliminating the questionnaires with irrelevant answers and missing values. The survey data was analyzed by using Smartpls 2.0 M3 to use PLS-SEM. From the results of the study, presenting the results of this study to the pension marketing managers would make it possible to establish strategies according to all factors directly affecting customers" behaviors. In addition, it can be helpful to suggest a marketing strategy that can enhance the effect of customer satisfaction by emphasizing the hedonic factors and interaction factors in service quality.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 선행 연구
• Ⅲ. 연구설계
• Ⅳ 분석결과