고객신뢰가 전환장벽과 고객유지에 미치는 영향

The Effects of Customer Trusts on Switching Barriers and Customer Retentions: Dept. of Hotel Management, Far East University

This study analyze the effects of customer maintain using the customer trust and switching-barrier as independent variables respectively. There were three hypotheses tested: 1) the relations between customer trust and switching-barrier. 2) the relations between customer trust and customer maintain, 3) the relations between switching-barrier and customer maintain. Total 280 respondents were surveyed by personal self-administration questionnaire at the five-star restaurants in Seoul between 2012.3.20. - 4.5. Purposive sampling technique was applied. The Principle Component Analysis (PCA) method was used as statistical data analysis. Three major results were founded. First, the effect of customer trust to the switching-barrier was positively accepted. Second, the relations between customer trust and customer maintain also proved in positive way. Third, the effect of switching-barrier toward customer maintain was strongly proved. The research results imply that various custom-made items will be recommended matching with the needs of individual customer, such as accuracy of reservation, satisfaction of desires, price, and promise fulfillment to provide trust toward the customers from the side of hotel.