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A Study on the Effects of Hotel IMC Activities are Customer Satisfaction and Trust
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호텔의 IMC 활동이 고객만족과 호텔 신뢰에 미치는 영향

논문 기본 정보

Type
Proceeding
Author
Oh-Sung Park (김포대학교) Geon-Whee Kim (상지영서대학교)
Journal
The Korean Entertainment Industry Association 한국엔터테인먼트산업학회 학술대회 논문집 한국엔터테인먼트산업학회 2016 춘계학술대회
Published
2016.5
Pages
93 - 103 (11page)

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A Study on the Effects of Hotel IMC Activities are Customer Satisfaction and Trust
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Research history (2)

2016

A Study on the Effects of Hotel IMC Activities are Customer Satisfaction and Trust
Oh-Sung Pa ,  k ,  Geon-Whee Kim Journal of the Korea Entertainment Industry Association 2016.06 Academic journal
A Study on the Effects of Hotel IMC Activities are Customer Satisfaction and Trust
Oh-Sung Pa ,  k ,  Geon-Whee Kim 한국엔터테인먼트산업학회 학술대회 논문집 2016.05 Proceeding
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Abstract· Keywords

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This study is a customer of the hotel IMC activities targeting corporate customers using the Seoul Express Hotel satisfaction, we analyzed the impact on the trust of our customers Hotel First, in relation to the promotion of the activities of the IMC hotel customer satisfaction, β = .511, t = 10.074, indicated by p ＜.001 was found on a significant impact. Advertising and customer satisfaction in relation β = .190, t = 4.225, as shown p ＜.05 was found on a significant impact. Sales promotion and customer satisfaction in the relationship β = .336, t = 7.319, as shown p ＜.001 was found on a significant impact. Second, the impact of hypothesis testing results in relation to the promotion of confidence and hotels IMC activities of the hotel, β = .475, t = 8.70, p significant effect appears as ＜0.001 IMC activities of the hotel Hotel Customer trust the effect was found. Third, the customer is satisfied with the regression analysis was performed to analyze the impact on the hotel customer confidence. Hypothesis Testing results showed that customer satisfaction is the hotel on the customer’s trust in the relationship β = .859, t = 27.003, p shows a significant effect as ＜0.001.

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 실증분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2016-600-002856683