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휴양콘도미니엄의 관계마케팅 실행요인과 관계몰입이 고객만족 미치는 영향

Effects of Factors of Relational Marketing and Relationship-Centeredness on Customers’ Satisfaction with Recreational Condominiums

박영태|정규엽|민혜선
한국호텔리조트학회 (Korea Hotel & Resort Association)|2011.02|호텔리조트연구 (Journal of Hotel & Resort)|제10권 제1호|pp. 155-178

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참고문헌

키워드

Customers’ SatisfactionRelational MarketingRelationship-Centeredness
주제분류관광학

초록

The objective of this study is to determine the relationship between the factors of relational marketing at the recreational condominium, its relational focus, customer satisfaction rates, and customers’ willingness to return to the condominium. To determine the relationship, this study measured: (1) how the factors of relational marketing and relationship-centeredness of the condominium affects customer satisfaction; (2) how customer satisfaction affects customers’willingness to return; and (3) how the factors of relational marketing and relationship-centeredness affect customers’ willingness to return. A survey was conducted from March 16, 2009, through April 15, 2009, involving adult male and female customers staying at recreational condominiums with 500 or more rooms each. A total of 450questionnaires were distributed, 410 were collected. The 394 valid samples were included in the final analysis. The SPSS 13.0 statistical package was used to conduct a frequency analysis, an exploratory factor analysis, a reliability analysis, and a t-test. The AMOS4.0 was then used to conduct a confirmatory factor analysis and to verify the structural equation model. The findings of this study are summarized as follows.

Abstract

The objective of this study is to determine the relationship between the factors of relational marketing at the recreational condominium, its relational focus, customer satisfaction rates, and customers’ willingness to return to the condominium. To determine the relationship, this study measured: (1) how the factors of relational marketing and relationship-centeredness of the condominium affects customer satisfaction; (2) how customer satisfaction affects customers’willingness to return; and (3) how the factors of relational marketing and relationship-centeredness affect customers’ willingness to return. A survey was conducted from March 16, 2009, through April 15, 2009, involving adult male and female customers staying at recreational condominiums with 500 or more rooms each. A total of 450questionnaires were distributed, 410 were collected. The 394 valid samples were included in the final analysis. The SPSS 13.0 statistical package was used to conduct a frequency analysis, an exploratory factor analysis, a reliability analysis, and a t-test. The AMOS4.0 was then used to conduct a confirmatory factor analysis and to verify the structural equation model. The findings of this study are summarized as follows.

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