CAJ | 학술논문

本文在对服务业顾客转换成本相关研究进行回顾和总结的基础上，结合旅游服务及酒店业的特点，构建了高星级酒店顾客转换成本模型，构建了酒店顾客感知成本理论模型，并对其本质内涵和结果变量进行了深入探讨和分析。研究结果表明，模型内各变量之间关系拟合能力表现较好，模型假设均得以成立，即定量验证了酒店顾客转换成本与顾客感知价值及品牌忠诚度的作用关系。本文的研究结论在一定程度上填补了目前对酒店顾客转换成本研究的空白。
본문재대복무업고객전환성본상관연구진행회고화총결적기출상，결합여유복무급주점업적특점，구건료고성급주점고객전환성본모형，구건료주점고객감지성본이론모형，병대기본질내함화결과변량진행료심입탐토화분석。연구결과표명，모형내각변량지간관계의합능력표현교호，모형가설균득이성립，즉정량험증료주점고객전환성본여고객감지개치급품패충성도적작용관계。본문적연구결론재일정정도상전보료목전대주점고객전환성본연구적공백。
Based on review and summary of the related researches on customer switching cost of service industry, and combining the characteristics of tourism services and the hotel industry, this paper constructs a high - star hotel customer switching cost model and a hotel customer perceived cost theory model. Then, it makes a deep analysis of the essential connotation and outcome variables of the models. The results show that the variables within fit well and model assumptions are established, which are quantitative validation of the positive relationship between the switching cost, perceived value and brand loyalty of hotel customers. The research finding fills up the blank of study on hotel customer switching cost to a certain extent.