여성고객의 호텔 관계자산이 고객만족도와 관계지속의도에 미치는 영향

초록

Relationship equity is one of key tools used by strategists to understand customers and retain them for a long relatioship. This study examines five key drivers (loyalty programs, special recognition and treatment, affinity programs, community-building programs, knowledge-building programs) of relationship equity from the aspects of the hotel and its female customers. The author organized a conceptual model, and structural equation modeling was used to test the proposed hypotheses. In total, 322 female customers, who had purchasing experience with product and service of five-star hotels in Korea, participated in this study. The results indicate that perceived hotel relationship equity not only significantly influences customer satisfaction, but also influences the relationship continuity intention. Above all, four drivers (loyalty programs, special recognition and treatment, community-building programs, knowledge-building programs) have positive impacts on customer satisfaction. Besides, two drivers (affinity programs and knowledge-building programs) positively influence the relationship continuity intention. Also, customer satisfaction found to have a moderating effect on the association between relationship equity and relationship continuity intention.

키워드