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Relationship Quality and Recommendation Intention : Members and Non-members of a Luxury Hotel

서미옥|박소영
한국마이스관광학회 (Korea MICE Tourism Society)|2017.03|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제17권 제1호|pp. 79-99

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참고문헌

키워드

Satisfaction신뢰Trust만족몰입추천의도CommitmentRecommendation IntentionMechanism of Relationship Quality관계 품질의 메커니즘

초록

This study aims to test the relationship between the mechanism of relationship quality components and recommendation intention in the hotel industry. That is the effect among components of relationship quality - satisfaction, trust, commitment, and recommendation intention within the member group and the non-member group. We conducted a survey of customers, both member and non-member, using food and beverage shops of luxury hotels in Busan by conducting a face-to-face questionnaire survey with the subjects. The results of this research are as follows. First, the causal effect among components of relationship quality indicates that the satisfaction affects trust positively, and that the trust affects commitment positively. Second, among the components of relationship quality, satisfaction and trust did not affect the performance variable (recommendation intention) directly, but commitment affected the recommendation intention positively. Third, in the structural relationship between components of relationship quality and recommendation intention, difference verification was performed to check the difference between member customers and non-member customers, and there was no difference between two groups. Through the results, we discuss the implications of the findings and the future research.

Abstract

This study aims to test the relationship between the mechanism of relationship quality components and recommendation intention in the hotel industry. That is the effect among components of relationship quality - satisfaction, trust, commitment, and recommendation intention within the member group and the non-member group. We conducted a survey of customers, both member and non-member, using food and beverage shops of luxury hotels in Busan by conducting a face-to-face questionnaire survey with the subjects. The results of this research are as follows. First, the causal effect among components of relationship quality indicates that the satisfaction affects trust positively, and that the trust affects commitment positively. Second, among the components of relationship quality, satisfaction and trust did not affect the performance variable (recommendation intention) directly, but commitment affected the recommendation intention positively. Third, in the structural relationship between components of relationship quality and recommendation intention, difference verification was performed to check the difference between member customers and non-member customers, and there was no difference between two groups. Through the results, we discuss the implications of the findings and the future research.

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