원문정보
The effect of Cruise Other Customer Attribute on cruiser's Affective Commitment and the relationships between Affective Commitment, Customer Citizenship Behavior : The moderating roles of Self Congruity
초록
영어
The purpose of this research were to (1) examine the role of Other Customer Attribute(sub-dimensions: Physical attractiveness, Displayed positive emotion and Helpfulness) in the formation of cruisers' Affective Commitment, (2) investigate the relationships between Affective Commitment, Customer Citizenship Behavior, and (3) test the moderating effects of Self Congruity during this process. The data collected from 291 American and European cruise passengers. Based on the results of data analysis, it revealed that (1) all three dimensions (Physical attractiveness, Displayed positive emotion, Helpfulness) of Other Customer Attribute are critical factors in the formation of Affective Commitment, Specially among the dimensions of Other Customer Attribute, Physical attractiveness is the strongest factor in the cruise industry, and (2) Affective Commitment of cruise tourists strongly influenced Customer Citizenship Behavior. In addition (3) Self Congruity played significant moderating roles during this process. These results suggest important information about the cruise study and industry.
목차
Ⅰ. 서론
Ⅱ. 이론적 고찰
1. 타 고객 속성
2. 정서적 몰입
3. 자아일치성
4. 고객 시민 행동
Ⅲ. 연구설계 및 조사방법
1. 연구모형
2. 구성개념 간 관계 및 가설 설정
3. 변수 조작적 정의 및 측정항목 추출
4. 데이터 수집 및 분석방법
Ⅳ. 실증분석
1. 표본 인구통계학적 특성
2. 신뢰도 및 타당도 분석
3. 구조방정식모형의 분석
4. 조절효과 분석
Ⅴ. 결론
참고문헌