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호텔 레스토랑 고객의 긍정적구전이 서비스인카운터와 재구매의도의 관계에 미치는 매개효과

The Mediating Effects of Hotel Restaurant Customers' Positive Word of Mouth on the Relationship between Service Encounter and Repurchase Intention

강상묵|하용규|정연홍
한국관광산업학회 (Korean Tourism Industry Research Association)|2011.06|Tourism Research|제32호|pp. 75-91|DOI http://dx.doi.org/

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참고문헌

키워드

repurchase intentionperson-to-person service encounterpositive word of mouthmediated effectcustomer relationship
주제분류관광학

초록

Along with variables like the person-to-person service encounter, positive words of mouth and repurchase intentions by customers plays a vital role in customer evaluation of service results in hotel industry. This study tried to verify the influence how the service encounters affect on positive words of mouth and repurchase intentions, it is an essential factor for the customers to evaluate service in experience to the hotel industry. Also, the practical analysis has been done by customers who had ever used hotel restaurants located in Seoul to cross-check how the positive words of mouth affect mediating effects on the relationships between service encounters and repurchase intentions. The results of the practical analysis discovered that the service encounters and the positive words of mouth make an influence on repurchase intentions and the positive words of mouth affect mediating effects on between service encounters and repurchase intentions. The results of this study brings up the new direction in ways the training of the hotel employees about the importance of service encounter and customer relationship in management of the hotel restaurants.

Abstract

Along with variables like the person-to-person service encounter, positive words of mouth and repurchase intentions by customers plays a vital role in customer evaluation of service results in hotel industry. This study tried to verify the influence how the service encounters affect on positive words of mouth and repurchase intentions, it is an essential factor for the customers to evaluate service in experience to the hotel industry. Also, the practical analysis has been done by customers who had ever used hotel restaurants located in Seoul to cross-check how the positive words of mouth affect mediating effects on the relationships between service encounters and repurchase intentions. The results of the practical analysis discovered that the service encounters and the positive words of mouth make an influence on repurchase intentions and the positive words of mouth affect mediating effects on between service encounters and repurchase intentions. The results of this study brings up the new direction in ways the training of the hotel employees about the importance of service encounter and customer relationship in management of the hotel restaurants.

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