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호텔 연회·컨벤션행사 장소선정에서 전환장벽이 전환의도에 미치는 영향 -관계결속의 조절효과를 중심으로-

A study on the effect of Switching Barriers on Switching Intention for selecting Hotels' Banquet & Convention venue - Focusing on the Moderating Effect of Relationship Commitment

윤세목|소성배
한국마이스관광학회 (Korea MICE Tourism Society)|2013.08|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제13권 제2호|pp. 47-73

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참고문헌

키워드

전환장벽(Switching Barriers)전환의도(Switching Intension)관계결속(Relationship Commitment)

초록

The purpose of this study is to verify the moderating effects of relationship commitment in the relationship between switching barriers and switching intention with consumers selecting hotels' banquet & convention event and hotel service providers, and figure out the effect of sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment as a moderator variable on switching barrier and switching intention. First, the effect of switching barriers on switching intention showed that sub-factors(switching costs, low alternative attractiveness, customer link (interpersonal relationship) of switching barriers have a negative effect on the switching intention. Second, the moderating effects of relationship commitment in the relationship between switching barriers and switching intention showed that sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment are partially moderated in the relationship between switching barriers and switching intention. The affective commitment was moderated in the relationship between customer link(interpersonal relationship) and switching intention. Lastly, the normative commitment was moderated in the relationship between low alternative attractiveness and switching intention.

Abstract

The purpose of this study is to verify the moderating effects of relationship commitment in the relationship between switching barriers and switching intention with consumers selecting hotels' banquet & convention event and hotel service providers, and figure out the effect of sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment as a moderator variable on switching barrier and switching intention. First, the effect of switching barriers on switching intention showed that sub-factors(switching costs, low alternative attractiveness, customer link (interpersonal relationship) of switching barriers have a negative effect on the switching intention. Second, the moderating effects of relationship commitment in the relationship between switching barriers and switching intention showed that sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment are partially moderated in the relationship between switching barriers and switching intention. The affective commitment was moderated in the relationship between customer link(interpersonal relationship) and switching intention. Lastly, the normative commitment was moderated in the relationship between low alternative attractiveness and switching intention.

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