지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.9
- 수록면
- 282 - 300 (19page)
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초록· 키워드
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The definition and modelling of customer loyalty have been central issues in customer relationship management since many years. The purpose of this study is to examine the relative influence of value equity, brand equity, and retention equity (customer equity drivers) on cruise passengers` customer loyalty. Data were collected by a online survey from who had taken cruise travel at least once in the past twelve months. A structural equation modelling was performed to estimate the research model and to test the research hypotheses. The effect of value equity on customer loyalty was stronger than those of brand equity and retention equity. The effect of retention equity on customer loyalty was stronger than that of brand equity. The proposed model may help cruise line marketers to understand many facets of the customer loyalty from a customer equity driver perspective.
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UCI(KEPA) : I410-ECN-0101-2018-326-002147662