Hotel Reservation Service, Customer Expectations, Brand Attachment, and Brand Loyalty: Effects of Package Product Reservation

• 발행기관: 한국유통과학회
• 저자명: Jae Hyup Chang Ki Chang Yoon Chang Soo Park
• 간행물 정보: 『유통과학연구(JDS)』제12권 제12호, 27~41쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

Purpose - This study examines various reservation service components that would increase customers' brand attachment and loyalty, while discussing how reservation service components would affect the customer behaviors. Research design, data, and methodology - This study theoretically analyzed the hotel package product reservation system, the customer expectations, the brand attachment, and the brand loyalty, while reviewing previous studies. Results - This study analyzed the distribution channels of the hotel package products from various angles and, as for more extensive research, the study explained the different results caused by each different reservation system type that may be preferred by each individual customer. Conclusions - It was confirmed that, of the hotel reservation service components, the convenience factors, the reliability factors, the information factors, and the other factors other than the human factors, have a significant influence on the customer expectations. Further, the study also revealed that the customer expectation has an important effect on the brand attachment. In addition, the study improved the prevailing understanding on the relation between the brand attachment and the brand loyalty.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Research Model and Hypothesis

4. Positive Analysis and Hypothesis Verification

5. Conclusion

References

키워드

Hotel Reservation Service Components Customer Expectation Brand Attachment Brand Loyalty Package Product