여행사 CRM마케팅과 고객가치에 따른 재구매 영향에 관한 연구

The Effects of CRM Marketing of Travel Agency and Customer Value on Repurchase Intentions and Behaviors

This paper is to suggest affecting factors on travel agencies’ CRM and to analyze the effect on re-buying intention, while comprehending affecting factors on travel agency’s customer value and prove the customer value. Authors suggest that it’s important to execute CRM appropriate to customers by catching the quality of relationship and customer’s needs though it’s important to implement the current generalized technical CRM environment at travel agencies. They suggest also that a travel agency should consider economical side, convenient usage and entertainment to create a customer’s positive value because the value of economical efficiency, convenience & entertainment is evaluated as important travel agency’s customer value in the field of service value.