초록 열기/닫기 버튼
The purpose of this study is to verify the moderating effects of relationship commitment in the relationship between switching barriers and switching intention with consumers selecting hotels' banquet & convention event and hotel service providers, and figure out the effect of sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment as a moderator variable on switching barrier and switching intention. First, the effect of switching barriers on switching intention showed that sub-factors(switching costs, low alternative attractiveness, customer link (interpersonal relationship) of switching barriers have a negative effect on the switching intention. Second, the moderating effects of relationship commitment in the relationship between switching barriers and switching intention showed that sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment are partially moderated in the relationship between switching barriers and switching intention. The affective commitment was moderated in the relationship between customer link(interpersonal relationship) and switching intention. Lastly, the normative commitment was moderated in the relationship between low alternative attractiveness and switching intention.
