The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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The Effects of Service Experience on Service Loyalty in Resort Service Setting: Causal Role of Corporate Image, Service Trust and Affective Commitment

리조트 서비스경험이 서비스충성도에 미치는 영향: 기업이미지, 서비스신뢰 및 감정적 몰입의 인과적 역할

  • Received : 2016.11.28
  • Accepted : 2016.12.19
  • Published : 2017.03.28
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Abstract

The purpose of this study is to identify the structural relationship between service experience, corporate image, service trust, affective commitment and service loyalty in leisure service environment, and explain the causal role of corporate image, service trust and affective commitment. To this end, hypothesis was verified by structural equation model analysis using SPSS 23.0 and AMOS 20.0 statistical package. The result of the study as follows: First, service experience influenced corporate image and service trust but not affective commitment. Second, corporate image influenced service trust and service loyalty but not affective commitment. Third, service trust influenced affective commitment and service loyalty, Finally, affective commitment affected service loyalty. Therefore, service providers should raise corporate image and build the service loyalty by following the user to experience excellent service in a cognitive and affective aspects. Also, by motivating the customer to have affective commitment to the service trust, You need to plan and implement a marketing strategy that can increase loyalty.

본 연구는 레저서비스 환경에서 서비스경험, 기업이미지, 서비스신뢰, 감정적몰입 및 서비스충성도 간 구조관계를 확인하고, 기업이미지와 서비스신뢰 및 감정적몰입의 인과적 역할을 설명하는데 목적이 있다. 이를 위해 SPSS 23.0 및 AMOS 20.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 분석결과 첫째, 서비스경험은 기업이미지와 서비스신뢰에 영향을 주었지만 감정적몰입에는 영향이 없었다. 둘째, 기업이미지는 서비스신뢰와 서비스충성도에 영향을 주었지만 감정적몰입에는 영향이 없었다. 셋째, 서비스신뢰는 감정적몰입과 서비스충성도에 영향을 주었다. 마지막으로, 감정적몰입은 서비스 충성도에 영향을 주었다. 따라서 서비스제공자는 이용자가 인지적이고 감정적 측면에서 탁월한 서비스를 경험하게 하여 기업이미지를 높이고 서비스충성도를 구축해야 할 것이고, 또한 우수한 서비스경험으로 인해 이미 서비스신뢰가 높은 고객에게는 감정적으로 몰입하도록 동기부여 함으로써 서비스충성도를 높일 수 있는 마케팅전략을 계획하고 실행해야 할 것이다.

Keywords

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