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논문

관계효익이 고객만족과 고객충성도에 미치는 영향

Effect of Relational Benefits on Customer Satisfaction and Loyalty

김이태
pp. 95-115

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참고문헌

키워드

고객관계관리(CRM)관계 효익(relational benefit)몰입(commitment)만족(satisfaction)고객 충성도(customer loyalty)

초록

The purpose of this study is to investigate the effect of relational benefits on long-term orientation and to examine the mediating role of relational commitment. The formation and maintenance of the relationship with the customers is being applied as a means of competitive advantage. It's very important to make a good relationship with the customers in hotel industry since the customers have the particularity of participating in production of service. They tend to have satisfaction and loyalty for the company when the customers get the benefits through this kind of relationship and directly brings the increase of the profits. To summarise the result. First, only the psychological benefit and economic benefits among the relationship benefits can be the important factor in customers' decision. Secondly, The results show that the relational benefits from the hotel the customer significantly influences long-term orientation and commitment. satisfaction plays a role of mediator. The findings imply that the hotel must perceive accurately what benefits the customer wants and must carry out the customer management thoroughly. And it will be offer many implications to the management strategy of the hotel corporate.

Abstract

The purpose of this study is to investigate the effect of relational benefits on long-term orientation and to examine the mediating role of relational commitment. The formation and maintenance of the relationship with the customers is being applied as a means of competitive advantage. It's very important to make a good relationship with the customers in hotel industry since the customers have the particularity of participating in production of service. They tend to have satisfaction and loyalty for the company when the customers get the benefits through this kind of relationship and directly brings the increase of the profits. To summarise the result. First, only the psychological benefit and economic benefits among the relationship benefits can be the important factor in customers' decision. Secondly, The results show that the relational benefits from the hotel the customer significantly influences long-term orientation and commitment. satisfaction plays a role of mediator. The findings imply that the hotel must perceive accurately what benefits the customer wants and must carry out the customer management thoroughly. And it will be offer many implications to the management strategy of the hotel corporate.

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