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The Influence of Relationship Quality of Low-Priced Hotel in Geojedo on Recommendation Intention: The Moderating Effect of Customer Value

김현철
한국도서(섬)학회|2018.10|한국도서연구 (the Journal of Korean Island)|제30권 제3호|pp. 247-265|DOI http://dx.doi.org/10.26840/JKI.30.3.247

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참고문헌

키워드

신뢰satisfaction만족몰입trust추천의도고객가치commitment거제도recommendation intentioncustomer valueGeojedo
주제분류지역학

초록

This study investigates how relationship quality (satisfaction, trust, and commitment) affects recommendation intention in low-priced hotel services and how customer value plays a role as a moderating variable between relationship quality and recommendation intention. The results of the empirical analysis of 216 low-priced hotel users are as follows. The structural equation of AMOS 20.0 was used to test the measurement model and the hypothesis. First, satisfaction, trust, and commitment of relationship quality have a positive effect on recommendation intention. Particularly, commitment has the greatest effect on recommendation intention, while trust has the least impact. Second, as a result of analyzing the moderating effect of customer value between relationship quality and recommendation intention, it is significant when commitment influences recommendation intention. The interesting thing is that commitment of the group with low customer value has more influence on recommendation intention. On the other hand, satisfaction and trust of the group with high customer value have more influence on recommendation intention. Therefore, in order to activate low-priced hotels, since the importance of relationship quality and the role of customer value have been confirmed, managers should make efforts on this part.

Abstract

This study investigates how relationship quality (satisfaction, trust, and commitment) affects recommendation intention in low-priced hotel services and how customer value plays a role as a moderating variable between relationship quality and recommendation intention. The results of the empirical analysis of 216 low-priced hotel users are as follows. The structural equation of AMOS 20.0 was used to test the measurement model and the hypothesis. First, satisfaction, trust, and commitment of relationship quality have a positive effect on recommendation intention. Particularly, commitment has the greatest effect on recommendation intention, while trust has the least impact. Second, as a result of analyzing the moderating effect of customer value between relationship quality and recommendation intention, it is significant when commitment influences recommendation intention. The interesting thing is that commitment of the group with low customer value has more influence on recommendation intention. On the other hand, satisfaction and trust of the group with high customer value have more influence on recommendation intention. Therefore, in order to activate low-priced hotels, since the importance of relationship quality and the role of customer value have been confirmed, managers should make efforts on this part.

참고문헌 (44)

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