스키 렌탈점의 CRM 정보와 고객행동 간의 PLS 경로모형 분석

Abstract

This study was aimed at analyzing the PLS path model between a ski rental shop`s customer relationship management(hereinafter, CRM) information and customer satisfaction & loyalty, and revisit in an effort to make a plan for maximizing the efficiency of a ski rental shop around a ski resort, and the analysis results are as follows: First, the CRM information possessed by a ski rental shop was found to have a positive effect on customer satisfaction and customer loyalty. Second, the customer satisfaction with a ski rental shop was found to have a positive effect on customer loyalty and revisit. Third, the customer loyalty to a ski rental shop was found to have a positive effect on the revisit. Putting together such results. it was found that in case of the customers who visited a ski resort, some were equipped with their personal ski equipment, but that`s not the case with the majority, so they had to rely on a ski rental shop for their equipment. This study also found out that in case of a ski rental shop, they usually did business only in a winter ski season, but they were required to specially handle the present customer base because there were some cases where a customer ,who once visited a ski rental shop in the past, made a revisit and even carried out the function of creating new customers. Accordingly, in case of a ski rental shop, it`s necessary to utilize the diverse customer relationship management in order to have a special concern and effort for customers; in addition, such efforts have a direct influence on the management of a ski rental ship, so it`s necessary to make a steady effort to make a switch to their management on a positive side.