초록 열기/닫기 버튼
This study explored the influence of relationship benefits on customer satisfaction and loyalty in Korean convention and exhibition market. Three factors of confidence benefits, social benefits and special treatment benefits were identified from previous research, and from these factors, 15 items of relationship benefit were extracted. To examine the influence of relationship benefits on customer satisfaction in more detail, this empirical research had survey from the participants of 2 public shows held in Korea in 2008. Among the collected 118 questionnaires, 107 responses were deemed to use for analysis. For data analysis, SPSS program was used for factor analysis and regression analysis. The results of this study show that two factors of confidence benefit and special treatment benefit influenced on customer satisfaction, whereas social benefit was not verified to affect customer satisfaction. Revisit intention was also affected by confidence and special treatment benefits, but not by social benefits, however, recommendation intention was influenced by all relationship benefit factors. The result also shows that customer satisfaction affected customer loyalty of revisit and recommendation intention.
키워드열기/닫기 버튼
relationship benefit, satisfactional, loyalty, exhibition/convention, confidence benefit, specail treatment benefit, social benefit
