초록 열기/닫기 버튼
The purpose of this thesis is contents on a regulatory effect that a switching cost affects between satisfaction and re-buying intention. A switching cost shows inconsistency between consumer's purchase intention & action and it is a theory about reason why a consumer doesn’t transform buying action to others even if the consumer is not satisfied. As a result, from an observation of value’s rising when adjusted with a switching cost It can be confirmed that the effecting power on the intention of re-buying gets higher when a switching cost is adjusted. Therefore, the suggesting points of this thesis are as follows. Also, meaningful switching costs verified at this thesis are a continuity cost and a sunk cost. A continuity cost is a cost expressing the mental status of using a tourist bureau continuously and a sunk cost is a cost which might be from an inconvenience with burying of benefit to get from the existing tourist bureaus. As a result, tourist bureaus shall execute marketing by focusing to form a relation of continuous repurchase through various events like a compensation program and stimulating the sensitivity of customers.
키워드열기/닫기 버튼
Travel Agency, Satisfaction, Switching Cost, Repurchase Intention
