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O2O시대 고객만족도 속성에 대한 고객충성도의 교차효과: 중국 Airbnb의 사례
Author
장이월, 하홍열
Journal Title
고객만족경영연구
Publication Year
2022
Topics
Summary
This study examines the crossover effect of customer satisfaction attributes on customer loyalty among Airbnb users in China within the O2O platform. The results confirm a crossover effect where online satisfaction influences offline loyalty and offline satisfaction influences online loyalty, with the effect from online to offline being twice as strong.
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