패밀리 레스토랑의 전환장벽이 충성도와 고객유지에 미치는 영향
The Impact of Switching Barrier on Customer Retention and Loyalty of Family Restaurant
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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.
Abstract
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.
참고문헌 (30)
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