제목

서비스 고객유형별 추구관계 효익의 차이 분석

저자(소속)

이화인 관광경영학회

자료유형

논문

발행일

2011년

원본출처

관광경영연구(Journal of tourism management research)

파일형태

PDF

페이지 수

21page

초록

This study investigated the links between personal characteristics and the relational benefits sought by service customers, Service customers were categorized into 3 groups of innate characteristics: namely, task-oriented, interaction-oriented, and self-oriented, It was found that social benefits were most importantly sought by interaction-oriented customers, while financial benefits and customization benefits were mainly sought by task-oriented customers and self-oriented customers, respectively, The influence of the perceived relational benefits on the service value perception was also found to be significantly different depending upon individual customers` traits, The results of this study indicate that the adaptive selling approach needs to be adopted in customer retention strategy,

키워드 : Relational benefits ,Customer characteristics ,Adaptive selling ,Customer typology ,Perceived service value