호텔연출믹스요인이 관계마케팅, 시장지향성 및 고객만족에 미치는 영향

• 영문명: The Effects of Presentation Mix Factors on Relationship Marketing, Market Orientation, and Customer Satisfaction in Hotel Service: A Sample of Deluxe Hotels Guests in Changwon and Haeundae Area
• 발행기관: 한국관광학회
• 저자명: 李埈赫 金鎭宇
• 간행물 정보: 『관광학연구』제34권 제9호, 337~358쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.12.31

영문 초록

This study investigated the effects of presentation mix on relationship marketing, market orientation, and customer satisfaction in hotel service. Data were collected from 200 hotel guests at four deluxe hotels in Changwon and Busan on November 2009. The results of a exploratory factor analysis identified eight stable factors of presentation mix: physical enthronement, location, atmosphere, employee, customer, price, communication and online service. Results of a structural equation model analysis indicated that presentation mix factors had partially positive effects on relationship marketing, market orientation, and customer satisfaction. Specifically, physical environment and online service factors had higher effects on relationship marketing, market orientation, and customer satisfaction than others had. However, factors like location, atmospherics, customers did not have relationships with the intermediate and dependent variables. Finding from this study suggest that hotel companies should effectively manage internet communication and physical environment to build and maintain positive relationship with customers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증 분석

Ⅴ. 결론

참고문헌

키워드

호텔연출믹스 관계마케팅 시장지향성 Hotel presentation mix Relational marketing Market orientation