수상레저스포츠 선택속성이 고객만족과 구전의도 및 재방문 의도에 미치는 영향

초록

The purpose of the research was to suggest a reasonable model of relationship marketing to all executives and customers and prepare a base of strategy establishment by clarifying relations among choice attribute, customer's satisfaction, word of mouth intention, revisitation intention of water leisure sports. The population of this research target was customers visiting 5 places of water leisure sports in 2009, and a total of 150 (90.1%) copies of questionnaires was set as valid samples. The verification of a measured model and a structural model of collected material was carried out by using Amos 16.0. The following results were obtained through the above research method and procedure. First, it appeared that the price and program factors of Attribute Assessment have a significant influence on customer's satisfaction. Second, it appeared that the customer's satisfaction has a significant influence on word of mouth intention. Third, it appeared that the customer's satisfaction has a significant influence on revisitation intention.

키워드