호텔의 고객자산 구성요소가 고객충성도 및 고객이 지각하는 혜택에 미치는 영향관계 연구
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The purpose of this study was to examine closely how three customers’ equity (value equity, brand equity, relationship equity) in luxury hotels in Seoul have differently impacted on their customer loyalty and perceived benefits. This study was based on the study of Vogel, Evanschitzky, and Ramaseshan(2008), and expanded to hotel industry. A total of 191 useful sample was collected from foreigners, who have stayed in luxury hotels in Seoul. With AMOS analysis, we found that value equity and relationship equity were useful constructs in explaining the customer loyalty & perceived benefits. The customer loyalty acted as intermediary role between customers’ equity and perceived benefits directly/indirectly. In addition, the value equity among customer equity had the strongest ffect on their customer loyalty. The practical implication of this study was provided and anagerial strategy for luxury hotels to contribute of loyalty and building up customer relationship with long-term bases.
Abstract
The purpose of this study was to examine closely how three customers’ equity (value equity, brand equity, relationship equity) in luxury hotels in Seoul have differently impacted on their customer loyalty and perceived benefits. This study was based on the study of Vogel, Evanschitzky, and Ramaseshan(2008), and expanded to hotel industry. A total of 191 useful sample was collected from foreigners, who have stayed in luxury hotels in Seoul. With AMOS analysis, we found that value equity and relationship equity were useful constructs in explaining the customer loyalty & perceived benefits. The customer loyalty acted as intermediary role between customers’ equity and perceived benefits directly/indirectly. In addition, the value equity among customer equity had the strongest ffect on their customer loyalty. The practical implication of this study was provided and anagerial strategy for luxury hotels to contribute of loyalty and building up customer relationship with long-term bases.
참고문헌 (41)
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