숙박예약 애플리케이션 시스템 충성도의 결정요인들

초록

Lodging reservation application systems have been widely used in the market. This study aims to investigate the determinants of loyalty to lodging reservation application systems. This study chose the travel platform, Yanolja, as the case. The candidates of determinants are price fairness, usefulness, and service variety. This study used a survey as the main instrument. The number of valid observations is 225. This study performed exploratory factor analysis and reliability test to ensure the validity of measurement items. Also, this research implemented multiple linear regression analysis to test the research hypotheses. The results identified that price fairness and usefulness are positively associated with the loyalty. However, service variety appeared as a non-significant attribute to account for loyalty.

키워드