관광호텔 종사원의 고객지향성이 라포 및 관계의 질에 미치는 영향에 관한 연구
A Study on the Effect of Hotel Employee’s Customer Orientation on Rapport and Relationship Quality
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Recently, the hotel environment has witnessed rapid changes due to the intense competition among hotel corporations and the diverse and upscale customer demands. In order to survive in those changes, hotel corporations need to focus on their core capabilities and move towards a customer service-oriented system. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers. The survey was done for 16 days from July 13, 2012 through July 28, 2012. As a result, four factors of customer orientation at hotel corporations were identified as independent variables, and they include the professional skill, social skill, motivation and decision-making authority. The mediating variables include rapport among employee and customer, which was divided into enjoyable interaction and personal connection. The dependent variables include relationship quality, which was divided into commitment, trust and satisfaction. The reliability level was set at 0.6 of Cronbach's alpha coefficient. Covariance structure analysis was also carried out for the research model among the variables including customer orientation, rapport and relationship quality. According to the path coefficient and t value among the theory variables, the research model turned out to be overall proper.
Abstract
Recently, the hotel environment has witnessed rapid changes due to the intense competition among hotel corporations and the diverse and upscale customer demands. In order to survive in those changes, hotel corporations need to focus on their core capabilities and move towards a customer service-oriented system. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers. The survey was done for 16 days from July 13, 2012 through July 28, 2012. As a result, four factors of customer orientation at hotel corporations were identified as independent variables, and they include the professional skill, social skill, motivation and decision-making authority. The mediating variables include rapport among employee and customer, which was divided into enjoyable interaction and personal connection. The dependent variables include relationship quality, which was divided into commitment, trust and satisfaction. The reliability level was set at 0.6 of Cronbach's alpha coefficient. Covariance structure analysis was also carried out for the research model among the variables including customer orientation, rapport and relationship quality. According to the path coefficient and t value among the theory variables, the research model turned out to be overall proper.
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