The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Structural Relationship among Customer Experience, Resort Use Satisfaction, and Customer Behavioral Intentions: The mediating effect of resort use satisfaction

리조트 이용객이 지각하는 고객 경험, 리조트 이용만족, 고객 행동의도 간 구조적 관계: 리조트 이용만족의 매개효과 검증

  • Hyun Ki SHIN (Graduate School of Hospitality and Tourism Management, Sejong University) ;
  • Byung Min KIM (Physical Education, Sejong University) ;
  • Chae Won HA (Graduate School of Physical Education, Sejong University)
  • Received : 2024.02.19
  • Accepted : 2024.03.04
  • Published : 2024.03.30
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Abstract

Purpose: According to previous studies, customer experience had a significant effect on consumer behaviors. In this perspective, this study investigates the structural relationship among customer experience, resort use satisfaction, and customer behavioral intentions, with focus on the mediating role of resort use satisfaction. Research design, data, and methodology: Data collected from 361 individuals who had experienced the resort service were analyzed using SPSS 29.0 and AMOS 29.0, involving frequency analysis, HTMT, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model testing. Result: Firstly, cognitive, and relational experiences had significant effect on resort use satisfaction. Secondly, resort use satisfaction had significant effect on customer behavioral intentions. Thirdly, resort use satisfaction had partial mediating effects in the relationship between customer experiences and customer behavioral intentions. Conclusion: This study academically confirmed the empirical link between customer experience and consumer behaviors. From a practical standpoint, it suggests the necessity of marketing activities that enhance customers' perception of their experiences, as well as resort use satisfaction and customer behavioral intentions, through systematic CS education and management of the physical environment.

Keywords

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