본문 바로가기
KERD
논문KCI 등재

워터파크 브랜드 자산가치가 고객만족 및 소비자 충성도에 미치는 영향

The Impact of the Waterpark Brand Asset Value on Customer Satisfaction and Consumer Loyalty Degree

0

조회

0

다운로드

15

인용

0

참고문헌

키워드

주제분류관광학

초록

This Research designed to provide suggestions for the effective and efficient marketing to domestic waterpark industry by the study of brand value and customer satisfaction, customer loyalty and understand the customers' consumption behavior. The survey SPSS 18.0 and AMOS 18.0 statistical package was analyzed. The analysis results were as follows. First, the results of analyzing the research hypotheses, customer satisfaction, brand awareness in the positive analyzing the influence and perceived quality on customer satisfaction was positive of the influence were analyzed. Second, the waterpark on consumer loyalty and perceived quality of information the impact of that the effect was analyzed, a consumer brand loyalty positively revealed the influence. Third, customer satisfaction, consumer loyalty by Waterpark positive was found to be in effect.

Abstract

This Research designed to provide suggestions for the effective and efficient marketing to domestic waterpark industry by the study of brand value and customer satisfaction, customer loyalty and understand the customers' consumption behavior. The survey SPSS 18.0 and AMOS 18.0 statistical package was analyzed. The analysis results were as follows. First, the results of analyzing the research hypotheses, customer satisfaction, brand awareness in the positive analyzing the influence and perceived quality on customer satisfaction was positive of the influence were analyzed. Second, the waterpark on consumer loyalty and perceived quality of information the impact of that the effect was analyzed, a consumer brand loyalty positively revealed the influence. Third, customer satisfaction, consumer loyalty by Waterpark positive was found to be in effect.

참고문헌 (42)

  1. 곽한병, "워터파크의 서비스품질 척도개발", 한국콘텐츠학회 논문지, 10(1), pp.426~435 (2010), 한국콘텐츠학회
  2. 기명옥, "브랜드 커피전문점의 지각된 품질과 브랜드 이미지가 지각된 가치와 충성도에 미치는 영향 -소비자 지식의 조절효과를 중심으로-", 외식경영연구, 11(3), pp.49~72 (2008), 한국외식경영학회
  3. 김상유, "워터파크의 서비스품질이 소비자만족, 재방문, 추천의도에 미치는 영향", 한국체육학회지, 45(3), pp.325~334 (2006), 한국체육학회
  4. 김태형, "리조트 개발이 지역사회에 미치는 영향", 한국사회체육학회지, 32(32), pp.1377~1394 (2008), 한국사회체육학회
  5. 박인실, "항공사아웃소싱의 서비스품질에 대한 고객만족, 재이용의도간의 영향 연구 -항공사 지상서비스중심으로-", 관광경영연구, 13(2), pp.27~60 (2009), 관광경영학회
  6. 서정, "중국항공사 서비스품질이 고객 만족도 및 충성도에 미치는 영향 : 한·중 노선을 이용하는 한국과 중국 승객을 중심으로", 석사, pp.2010
  7. 송성진, "특급호텔 식음료 업장의 이벤트가 호텔 이미지, 고객만족 및 재구매 의도에 미치는 영향 : 부산지역 특1등급 호텔을 중심으로", 석사, 호텔관광, pp.2010
  8. 신우성, "스키여행객의 심리분석적 영향요인별 속성의 중요도와 속성 수준별 효용 분석", 호텔관광연구, 13(1), pp.50~165 (2004)
  9. 안주아, "소비자에 근거한 브랜드 자산 측정의 타당성 검증", 광고학연구, 14(2), pp.253~278 (2003), 한국광고학회
  10. 유도재, "리조트경영론" (2006), 백산출판사
  11. 안주아, "브랜드 자산 구성요인간 영향관계에 관한 탐색적 연구", 한국언론학보, 47(5), pp.11~310 (2003), 한국언론학회
  12. 유희주, "커피전문점 이용 동기가 브랜드 태도와 만족도 및 충성도에 미치는 영향에 관한 연구", 석사, pp.2009
  13. 이창수, "워터파크 이용객들의 이용동기, 만족도, 재방문의도간의 관계", 여가학연구, 6(3), pp.117~134 (2009), 여가문화학회
  14. 이형우, "최신리조트 사업관리론" (2007), MJ미디어
  15. 정용현, "고객행동유형에 따른 지각된 제품품질이 고객만족과 재구매의도에 미치는 영향-Private Brand)제품을 중심으로", 한국경영학회 통합학술대회, pp.1~6 (2008)
  16. 주현식, "호텔레스토랑의 LOHAS 이미지에 대한 지각된 서비스 품질 및 가치, 고객만족, 충성도와의 영향관계", 호텔경영학연구, 17(6), pp.1~18 (2008), 한국호텔외식경영학회
  17. 허윤주, "해외리조트 선택속성이 고객만족도와 충성도에 미치는 영향에 관한 연구", 석사, pp.2010
  18. Aaker. A, "Marketing Brand Equity. Capitalizing on the Value of a Brand Name" (1991), The Free Press
  19. Aaker. A, "The value of brand equity", Journal of Business Strategy, pp.27~32 (1992)
  20. Aaker. A, "Measuring Brand Equity Across Products and Markets", California Management Review, 38, pp.102~120 (1996)
  21. Ailawadi, K, "Revenue Premium as an Outcome Measure of Brand Equity", Journal of Marketing, 67, pp.1~17 (2003)
  22. Barbin, B. J, "Work and", or Fun: Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20(4), 644~656
  23. Cobb-Walgren, C, "Brand Equity, Brand Preferences and Purchase Intent", Journal of Advertising, 24(3), pp.25~40 (1995)
  24. Crompton, J. L., "Motives of Visitors Attending FestivalEvent", Annals of Tourism Research, 24(2), pp.425~439 (1997)
  25. Dekimpe, M. G., "Decline and Variability in Brand Loyalty", International Journal of Research in Marketing, 14(5), pp.405~420 (1997)
  26. Doyle, P, "Building Successful Brands: The Strategy Option", Journal of Consumer Marketing, 7(2), pp.26~29 (1990)
  27. Farquhar, P, "Marketing Brand Equity", Journal of Marketing Research, 4, pp.1~11 (2003)
  28. Grewal, D., "The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions", Journal of Marketing, 62(2), pp.46~59 (1998)
  29. Holbrook, M. B, "The Nature of Customer Value, In Service Quality: New Direction in Theory and Practice" (1994), Sage Publications
  30. Keller, K, "Conceptualizing, Measuring and Managing Customer Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  31. Keller, K, "Building Customer-Based Brand Equity", Marketing Management, 10(2), pp.14~19 (2001)
  32. Keller, K, "Strategic Brand Management: Building, Measuring, & Managing Brand Equity. 2nd ed" (2003), Prentice Hall
  33. Lam, T, "Customer Satisfaction v. Customer Retention", Asian Hotel and Catering Times, pp.34~36 (1996)
  34. Mathwick, C, "Experimental Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment", Journal of Retailing, 77(Spring), pp.39~56 (2001)
  35. Oliver, R., "Satisfaction: A Behavioral Perspective on the Consumer" (1997), McGraw Hill
  36. Oliver, R, "Where Consumer Loyalty", Journal of Marketing, 3(Special), pp.33~44 (1999)
  37. Park, C. S, "A Survey-based Method for Measuring and Understanding Brand Equity and its Extendibility", Journal of Marketing Research, 31, pp.271~288 (1994)
  38. Pritzker, T, "Make a Splash: Editor Ed Watkins Details Indoor Waterpark Hotels Fill a Special Need in a Growing Number of Markets", Lodging Hospitality -Cleveland-, 59(6), pp.24~27 (2003)
  39. Sinha, I, "An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value", Journal of Marketing Research, 35(2), pp.236~249 (1998)
  40. Wilikie, W, "Consumer Behavior, 2nd ed" (1994), John Willey & Sons, Inc
  41. Developing and Validating a Multidimensional Consumer-based Brand Equity Scale, "Yoo, B. H", Marketing Management, ~ (2001)
  42. Zeithaml, A, "Cosumer Perception of Price, Quality and Value: a Mean and Model and Synthesis of Evidence", Journal of Marketing, 52, pp.2~22 (1988)

관련 논문AI추천

이 간행물의 다른 논문 (19건)