기업 출장 지정여행사의 업무효율성이 구전의도, 재이용의도에 미치는 영향

Abstract

This study aimed at analyzing the structural relations among job efficiency, word of mouth intention, reuse intention and moderating effect of customer involvement in business travel agent. The literature review covered of job efficiency, word of mouth intention, reuse intention and customer involvement. Hypotheses were established by previous researches. This study was applied the survey method and multiple regression analysis. Survey data were collected from the 215 business traveler. The analysis results are as follows. (1) All detailed factors(convenience, reliability, demand reflection) of job efficiency of business travel agencies have positively effect on word of mouth intention. And convenience was the most effect among the three detailed factors. (2) Word of mouth intention positively effects reuse intention. (3) Customer involvement not played the moderating effect in between word of mouth intention and reuse intention. Finally, academic implication is that job efficiency of business travel agent is derived three factors and convenience is the most important. Business travelers need differentiated marketing strategy because they exhibit different characteristics from general travelers. Unlike general travelers who have a variety of travel agent options, business travelers have limited choices. For the practical applications, this study suggested that word of mouth intention should be managed for business travel agent. Business travelers exchange their opinions among about business travel agent. The limitation of study was that investigation period was long due to COVID-19.