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Effects of Hotel Service Quality and Relationship Marketing Efforts on Customers' Satisfaction and Loyalty - Focused on N Hotel in Busan -
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호텔서비스품질과 관계마케팅 노력이 고객만족 및 충성도에 미치는 영향 : 부산 N호텔을 중심으로

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Type
Academic journal
Author
Lee, Jun-Hyuk (영산대학교) Park, Heon-Jin (영산대학교)
Journal
the Korean FoodService Association FoodService Industry Journal Vol.12 No.4(Wn.33) KCI Accredited Journals
Published
2016.12
Pages
47 - 61 (15page)

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Effects of Hotel Service Quality and Relationship Marketing Efforts on Customers' Satisfaction and Loyalty - Focused on N Hotel in Busan -
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This study was conducted in order to identify the relationship between hotel service quality, relationship marketing, customers’ satisfaction and customers’ loyalty of the deluxe hotel in Busan. Data were collected from the customers of N deluxe hotel in Busan. Based on 220 valid questionnaires, empirical analysis was conducted by SPSS for Window 18.0 and AMOS 18.0.
Through the exploratory factor analysis and confirmatory factor analysis, we identified hotel service quality factors as ‘responsiveness and empathy’, ‘tangibility’, ‘assurance’, and ‘reliability’. We also found hotel relationship marketing factors as ‘food & beverage product’, ‘hotel information’, and ‘convenience’. ‘Customers’ satisfaction’ and ‘customers’ loyalty’ factors were identified. Results showed that ‘assurance’, and ‘tangibility’ had influence on relationship marketing, however, ‘responsiveness and empathy’ and ‘reliability’ did not. Also, ‘responsiveness and empathy’ only had a effect on customers’ satisfaction. Relationship marketing–customers’ satisfaction, customers’ satisfaction–customers’ loyalty, and relationship marketing–customers’ loyalty had a significant relationship. These results offer good examples of the current hotel industry in Busan and how to become more competitive. According to the results, this study will give some good implications for the hotel service quality and relationship marketing. Finally, the study closes with a discussion of implications for practice, limitations, and suggestions for future research.
#Hotel Service Quality #Relationship Marketing #Customers' Satisfaction #Customers' Loyalty

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 실증분석결과
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2017-324-002001283