호텔기업 고객지향성이 고객충성도에 미치는 영향-신뢰, 몰입의 매개효과- = The Mediating Effects of Trust, Commitment on the Relationship between Customer Orientation and Customer Loyalty in the Hotel Firms

다국어 초록 (Multilingual Abstract)

Recently, hotel firms have paid more attention to keeping customers for achieving sustainable growth. Previous studies have largely examined relationships among customer orientation, trust, commitment, and loyalty, particularly focusing on the importance of customer orientation. Therefore, the purpose of this study was to explore the relationships between customers`` perceptions of customer orientation and customer loyalty in the hotel firms and to analyze the mediating effects of trust and commitment on the relationships. To achieve these purposes, a questionnaire was developed based on previous studies and data were collected from customers in hotel restaurants. Using reliability analysis and regression models, the data was statistically analyzed and hypotheses were tested. The results of this study show that customer orientation has direct effects on the trust, commitment and customer loyalty. In addition, it was found that the trust and commitment had mediating effect on the relationship between customer orientation and customer loyalty. The results of this study bring up the new direction in ways on the customer relationship marketing in management of the hotel firms. The contribution and limitations of this research were discussed and the future possible research topics were mentioned.