관광박람회의 고객자산 동인이 고객 충성도에 미치는 영향

Examining the Customer Equity Driver Influence on Customer Loyalty in a Travel Fair: A Focus on the Mediating and Moderating Role of Involvement

This study investigated the customer equity driver's influence on customer loyalty in a travel fair. Customer loyalty is an important factor influencing corporate profits, as such the customer can be considered a corporatation's asset. It is the trend nowadays to increase customer equity, and 'customer equity' is a driver of this change. According to Rust et al. (2000; 2004), there exists three important customer equity drivers: value equity, brand equity, and relationship equity. This study focuses on the mediating and moderating role of involvement of the relationship between customer equity drivers and customer loyalty. Data was collected from 143 participating companies at the 2013 Naenara Travel Fair. Results support the mediating role of involvement in the causal relationship of customer equity drivers and customer loyalty. Regression analyses indicates that brand equity has a greater effect on customer loyalty than value equity or relationship equity. Practical implications and research recommendations are discussed.