디저트카페 이용객의 경험가치가 고객충성도, 재구매의도 및 추천의도와의 관계에서 지역별 차이분석 (Analysis of Regional Differences in the Relationship between Experience Value of Dessert Cafe Visitors and Customer Loyalty, Repurchase Intention and Recommendation)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 32권 / 5호 / 329 ~ 348페이지
· 저자명 : 허용덕, 김장하

초록

The purpose of this study is to analyze the effect of experience value of dessert cafe visitors on customer loyalty, repurchase intention and recommendation intention. The purpose of this study is to suggest strategic implications for dessert cafe managers and managers. The survey period was from September 1, 2019 to October 31, 2019, and 259 questionnaires were analyzed. Frequency analysis and correlation analysis were performed using the statistical packages SPSS Window Version 20.0 & AMOS 18.0 Correlation Analysis, Exploratory Factor, Confirmatory Factor Analysis, Reliability Analysis, and Covariance Structure Analysis. First, the emotional experience value, the cognitive experience value, and the service experience value of the dessert cafe visitors were positively influenced on customer loyalty.
Second, customer loyalty has a positive effect on repurchase intention and recommendation intention. Third, as a result of the difference analysis between Seoul and Gyeonggi area, it was found that the cognitive experiential value has a significant effect on the customer loyalty in Gyeonggi area and service value in Seoul.

영어초록

The purpose of this study is to analyze the effect of experience value of dessert cafe visitors on customer loyalty, repurchase intention and recommendation intention. The purpose of this study is to suggest strategic implications for dessert cafe managers and managers. The survey period was from September 1, 2019 to October 31, 2019, and 259 questionnaires were analyzed. Frequency analysis and correlation analysis were performed using the statistical packages SPSS Window Version 20.0 & AMOS 18.0 Correlation Analysis, Exploratory Factor, Confirmatory Factor Analysis, Reliability Analysis, and Covariance Structure Analysis. First, the emotional experience value, the cognitive experience value, and the service experience value of the dessert cafe visitors were positively influenced on customer loyalty.
Second, customer loyalty has a positive effect on repurchase intention and recommendation intention. Third, as a result of the difference analysis between Seoul and Gyeonggi area, it was found that the cognitive experiential value has a significant effect on the customer loyalty in Gyeonggi area and service value in Seoul.

참고자료

· 없음