호텔기업의 관계마케팅 활동이 관계 지속성에 미치는 영향에 관한 연구

• 영문명: A Study on the Effect of Relationship Marketing Activity Factors on Relationship Continuity -An Analysis of Hotels with First Top's Notch Qualities in Seoul-
• 발행기관: 대한관광경영학회
• 저자명: 이수범 이성희 류미라
• 간행물 정보: 『관광연구』제19권 제2호, 287~302쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2004.10.30

영문 초록

This study is intended to emphasize the importance if relationship marketing strategy, and determine the important factors which affect relationship marketing of hotels. The empirical findings of this study are: First, with the exception of two-way communication, relationship-oriented factors positively affects relationship qualities such as trust and satisfaction second, relationship quality positively affects customer commitment: and third, customer commitment positively affects relationship continuity factors such as revisit intention and word-of-mouth communication. As a result, relationship marketing activities are essential to the marketing strategy of a hotel for its continuous and stable growth. Accordingly, hotels need to develop various relationship marketing programs such as a special program for repeating guests, an event for long-term guests and a training program should be implemented and enforced to elevate the quality of the service encounter.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 선행연구의 검토

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

관계마케팅 관계 지향적 활동 관계의 질 고객몰입 구조방정식모형