호텔레스토랑의 마케팅커뮤니케이션이 인지, 가치 그리고 충성도에 미치는 영향
The Effect of Marketing Communication on Customer Awareness, Value, and Loyalty in Hotel Restaurants
0
조회
0
다운로드
16
인용
0
참고문헌
키워드
초록
The purpose of this study was to identify the relationships between marketing communication and customer awareness, value, and loyalty in hotel restaurants. Two hundred and ninety questionnaires were utilized from the sample of 300 guests in randomly selected two super deluxe hotels in Seoul. Exploratory factor analyses were adopted to identify three underlying dimensions of marketing communication; advertisement, exposure, words-of-mouth. Path analysis was used to test the research hypotheses. The results showed that all the three factors of marketing communication; advertisement, exposure, words-of-mouth were positively related to customer awareness, and only words-of-mouth showed a positive impact on value. Both customer awareness and value showed positive impact on loyalty. The results of the study highlighted the importance of words-of-mouth as a marketing communication tool in hotel restaurants.
Abstract
The purpose of this study was to identify the relationships between marketing communication and customer awareness, value, and loyalty in hotel restaurants. Two hundred and ninety questionnaires were utilized from the sample of 300 guests in randomly selected two super deluxe hotels in Seoul. Exploratory factor analyses were adopted to identify three underlying dimensions of marketing communication; advertisement, exposure, words-of-mouth. Path analysis was used to test the research hypotheses. The results showed that all the three factors of marketing communication; advertisement, exposure, words-of-mouth were positively related to customer awareness, and only words-of-mouth showed a positive impact on value. Both customer awareness and value showed positive impact on loyalty. The results of the study highlighted the importance of words-of-mouth as a marketing communication tool in hotel restaurants.
참고문헌 (36)
- 김관식, "프랜차이즈 레스토랑의 브랜드 자산이 프랜차이지 만족에 미치는 영향에 관한 연구", 박사, 관광학, pp.2005
- 김동준, "호텔 브랜드이미지, 고객만족, 충성도 간의 구조관계 연구", 호텔리조트연구, 12(2), pp.181~198 (2013), 한국호텔리조트학회
- 金正冀, "브랜드 顯著性과 認知度가 브랜드 回想에 미치는 영향에 관한 實證的 硏究", 석사, 경영학, pp.1999
- 김준회, "마케팅 커뮤니케이션요인이 브랜드자산에 미치는 영향에 관한 연구", 한국경영학회통합학술발표논문집, pp.1~23 (2007)
- 맹해영, "지역축제의 내부마케팅, 고객만족도 및 충성도에 미치는 영향: 내부고객(지역상인)을 중심으로", 서비스경영학회지, 14(1), pp.23~47 (2013), 한국서비스경영학회
- 박영제, "호텔 마케팅 커뮤니케이션이 브랜드 인지도 및 이미지와 충성도에 미치는 영향", 관광연구, 27(5), pp.201~218 (2012), 대한관광경영학회
- 신재영, "외식사업개론" (1999), 대왕사
- 우기남, "골프장 서비스 질이 고객인지가치, 만족도, 충성도에 미치는 영향에 관한 연구", 관광학연구, 11, pp.137~183 (2007)
- 이정실, "호텔 서비스 제공자의 비언어적 커뮤니케이션이 고객만족과 서비스 충성도에 미치는 영향", 서비스경영학회지, 9(1), pp.25~46 (2008), 한국서비스경영학회
- 이훈영, "신시장 공략을 위한 감성ㆍ체험마케팅의 브랜딩 전략 사례", 마케팅, 38(3), pp.22~29 (2004)
- 장병주, "호텔기업에 있어서 서비스보증과 지각된 위험, 서비스품질, 고객만족의 구조적 관계 연구", 관광레저연구, 17(3), pp.211~229 (2005), (사)한국관광레저학회
- 조원섭, "지각된 가치와 만족의 구조적 관계", 호텔리조트연구, 11(2), pp.45~58 (2012), 한국호텔리조트학회[DOI]
- Aaker, D. A., "Measuring Brand Equity across Products and Markets", California Management Review, 38(Spring), pp.102~120 (1996)
- Anderson, E., "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 24, pp.18~34 (1992)
- Anderson, J. C., "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, 54, pp.42~58 (1990)
- Anderson, J. C., "Customer Value Assessment in Business Markets: A State-of-Practice Study", Journal of Business-to-Business Marketing, 1(1), pp.3~29 (1992)
- Applbaum, R. L., "Strategies for Persuasive Communication" (1974), Merrill
- Berry, L. L., "Cultivating Service Brand Equity", Journal of the Academy of Marketing Science, 28(1), pp.128~137 (2000)
- Bitner, M. J., "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents", Journal of Marketing, 54, pp.71~84 (1990)
- Briggs, R., "Advertising on the Web: Is There Response before Click-through?", 37(2) : 33-45, 37(2), pp.33~45 (1997)
- Brown, L. O., "Advertising Media" (1957), Ronald Press
- Chang, H. S., "Examining the Casual Relationship among Service Recovery, Perceived Justice, Perceived Risk, and Customer Value in the Hotel Industry", The Service Industries Journal, 28(4), pp.513~528 (2008)
- Day, G. S., "A Two-Dimensional Concept of Brand Loyalty. Mathematical Models in Marketing", pp.89~89 (1976), Springer
- Dick, A. S., "Customer Loyalty: Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, 22(2), pp.99~113 (1994)
- Fornell, C., "The American Customer Satisfaction Index: Nature, Purpose, and Findings", Journal of Marketing, 60, pp.7~18 (1996)
- Gremler, D. D., "Word-of-Mouth about Service Providers: An Illustration of Theory Development in Marketing", AMA Winter Educators' Conference: Marketing Theory and Applications, pp.62~70 (1994), American Marketing Association
- Keller, K. L., "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing, 57, pp.1~22 (1993)
- Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, "Keller, K. L.", Marketing Science Institute, ~ (2001)
- The Lodging and Food Service Industry, "Lattin, G. W.", The Lodging and Food Service Industry, ~ (1989)
- O’Cass, A., "An Exploratory Perspective of Service Brand Associations", Journal of Services Marketing, 17(5), pp.452~475 (2003)
- Oh, H. C., "An Empirical Study of the Relationship between Restaurant Image and Customer Loyalty", 박사, pp.1995
- Petrick, J. F., "Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service", Journal of Leisure Research, 34(2), pp.119~134 (2002)
- Spreng, R. A., "An Empirical Examination of a Model of Perceived Service Quality and Satisfaction", Journal of Retailing, 72(2), pp.201~214 (1996)
- Stern, D. B., "Unformulated experience: From Dissociation to Imagination in Psychoanalysis" (1997), Analytic Press
- Schultz, D. E., "Strategic Brand Communication Campaigns" (1999), NTC Business Books
- Zeithaml, V. A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60, pp.31~46 (1996)