여행사 종사원의 커뮤니케이션과 고객감정, 행동의도 간의 관계연구


A Study on Structural Relationship between employee’s Communication of Travel agent, Customer Emotional Responses and Behavioral Intentions


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The purpose of this study is to the effects of verbal and nonverbal communication of travel agent’s employee on the customer’s emotional responses and behavioral intention. To perform this study, 250 usable responses were obtained for an empirical analysis. total 273 questionnaire were distributed to customers who had bought travel product from travel agent dated from August 5th to September 5th. Unworkable data were excluded, Frequency analysis, exploratory factor analysis and reliability analysis were measured by using SPSS 18.0 accordingly. SEM was conducted to test the validity of the proposed model and the hypotheses by using AMOS 22.0. For the study structure, Communication was divided with verbal and non-verbal. Customer emotional responses and behavioral intention were a single factor. The result has shown as follows: Hypothesis 1, among communication, both verbal and non-verbal communication have a positive effect on customer emotional responses. Hypothesis 2, among Communication, only verbal communication has a positive effect on behavioral intention. Hypothesis 3, customer emotional responses has a positive effect on behavioral intention. Hypothesis 4 and Hypothesis 5, Both verbal and non-verbal communication have effect on behavioral intention by mediating customer emotional responses. This study result has found that managing communication of travel agent’s employee is a source of competitive marketing advantage in travel agent business. This study suggests operational and theoretical implications on the aspects of marketing management in travel industry.


Ⅰ. 서론
Ⅱ. 이론적 배경
1. 커뮤니케이션
2. 고객감정
3. 행동의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 성과분석
1. 조사대상자의 인구통계학적 특성
2. 신뢰도와 타당성 분석
3. 가설의 검증
Ⅴ. 결론


  • 신재원 Jaewon Shin. 백석문화대학교 관광학부 겸임교수


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