Impact of Switchover Barrier, Switchover Intention and Willingness to Revisit on Customer's Characteristics - Comparison between Travel Agency and Airlines -

고객특성이 전환장벽, 전환의도와 재방문의사에 미치는 영향 - 여행사.항공사간 비교분석을 중심으로 -

  • 정웅용 (세종사이버대학교 경영학부 외식창업프랜차이즈학과) ;
  • 문혜영 (세종대학교 관광산업연구소)
  • Published : 2008.09.28


This study aims to identify of customer features control the effect on revisit intention and switching intention. The statistical techniques used for this empirical analysis are frequency analysis, technology analysis, reliability analysis, factor analysis, confirmatory factor analysis along with path analysis and moderate regression analysis, which are based on structural model From the effect that customer features control the effect on switching barrier by switching intention, travel agencies has a control effect on 'financial switching costs' and 'relational switching costs', and airlines show they have control effect on 'relational switching costs.' In diversity pursuit factors, 'financial switching costs' and 'attractiveness of alternatives' have a meaningful control effect for travel agencies customers, while 'procedural switching costs' for airlines customers. In the analysis result of the effect that customer features control the effect on revisit intention by switching intention, 'percept' and 'diversity pursuit' have a meaningful control effect in travel agencies customers and airlines one, respectively.


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