마일리지제도가 호텔 고객로열티 프로그램에 미치는 영향 = The effectiveness of the Hotel mileage system to guest’s loyalty programme in the hotel industry

다국어 초록 (Multilingual Abstract)

Due to the various customer’s needs, mass production but short-term products life, the Hotel industry has been fully saturated. Therefore, the corporate pursue to keep repeat customers rather than making new which means remain constant revenue is much more benefits.
The Royalty Program has been focused since less cost but increase incentives on their price value for the company. Recent Hotel industry facing on business strategies that remaining repeat customers and taking good care of them which effects to produce more stable benefits.
The Hotel Membership rewards are one of the successful systems using in the Hotel industry to pursue the repeat customers. And Hotel chains are providing various discount benefits to be the first choice within the competitors. These benefits are no limited within local scale but applying anywhere in the world within the same or franchised hotels, airlines and rent car service etc.
Functional approaches to attract new customers using membership rewards, joining fee free and lower price advantage fees with the additional benefits are designed for various channels depends on customers demands and it increases their repeat visits and preferred choice.
Therefore, this dissertation is set for the critical research regarding the Hotel Royalty program especially for the mileage program’s status, problems and the relationship between this mileage program and customer’s business trusty, consistency and rewards experiences in the Hotel industry.
To approach the critical customer carebusiness strategy, based on reliable literatures and survey set for over 18 years local residents and foreigners whoever been to the hotel. Moreover, compared two groups who have the Hotel mileage card verses people do not have for the analysis number of150 people each.
This dissertation is focused on these categories following:
After the researching the customer’s preference among the room rate discount, mileage benefits and additional service, the first two choices are more affects to customers than providing additional service. Therefore, the benefits from the financial rewards are most powerful attraction to increase repeat customers, mouth to mouth effects and brands reliability.
Secondly, In the research of Customer relationship, it shows that the customer's trust is to define the relationship affects the absorption. If the mileage program has many benefits, customers could not be absorbed without trust between hotels and customers. If hotels perform a variety of mileage program, they should get the trust from customers.
Thirdly, Absorbed the impact that relationship in the customer loyalty survey, relationship defining influence on customer loyalty. This is a positive relationship for the companies that concentrate on forming an emotional attachment because of a favorable word of mouth, and the company is very easy to lead the road for a lover. Therefore, special benefits and mileage need to develop a program that provides implications. The hotel's loyalty of mileage card also owns a result, if people have mileage cards, it has more influence on .
Depending on the results of these studies lead to the following conclusions. The competitive hotel industry has become complicated, depending on ongoing relationships with consumers through effective it is to maintain customer loyalty.
Therefore, the mileage program operate to the hotel because the hotel attributes for each member of the program should be developed.
Also mileage program should provide high quality service to change a clientele into loyal customers.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 배경 및 문제제기 1
• 제 2 절 연구목적 3
• 제 3 절 연구방법 및 연구범위 4
• 1. 연구방법 4
• 2. 연구범위 5
• 제 2 장 연구의 이론적 배경 7
• 제 1 절 호텔의 회원제도에 관한 고찰 7
• 1. 호텔회원제도의 개념 7
• 2. 호텔 회원제도의 배경 및 유용성 8
• 3. 호텔 회원제도의 분류 10
• 제 2 절 데이터베이스를 이용한 호텔서비스마케팅 호텔회원제도 12
• 1. 데이터베이스의 필요성 12
• 2. 데이터베이스의 이용목적 13
• 3. 데이터베이스화를 통한 호텔 마케팅 지원 프로그램 14
• 4. 호텔데이터베이스 구조 15
• 5. 호텔데이터베이스의 서비스마케팅의 활용 16
• 제 3 절 마일리지 프로그램 17
• 1. 마일리지 프로그램 17
• 2. 신뢰와 관계몰입 19
• 3. 브랜드 충성도 21
• 4. 마일리지 프로그램과 브랜드 충성도의 관계 21
• 제 4 절 항공사 마일리지 프로그램 현황 22
• 1. 항공사 마일리지의 연혁 22
• 2. 항공사 마일리지 적립방법 24
• 3. 국적 항공사의 마일리지 종류 및 혜택 26
• 4. 항공사의 마일리지 제휴사 현황 30
• 제 5 절 신용카드사 포인트제도 40
• 제 6 절 호텔 마일리지 프로그램 현황 43
• 1. 호텔 마일리지 기본정보 43
• 2. 호텔의 마일리지 적립과 이용, 혜택 44
• 제 7 절 고객 로열티 프로그램 58
• 1. 고객충성도의 정의 58
• 2. 고객충성도 측정 60
• 3. 고객충성도와 기업의 성과 60
• 4. 구전효과 61
• 5. 재방문의도 62
• 제 3 장 연구방법 및 설계 63
• 제 1 절 연구문제 63
• 제 2 절 조사설계 64
• 1. 조사대상의 선정과 조사방법 64
• 2. 측정변수 및 분석방법 64
• 제 4 장 연구의 실증분석 66
• 제 1 절 응답자의 인구통계학적 특성 66
• 제 2 절 신뢰도 및 타당성 분석 67
• 1. 마일리지 프로그램의 신뢰도와 타당성 분석 69
• 2. 신뢰의 신뢰도와 타당성 분석 68
• 3. 관계몰입의 신뢰도와 타당성 분석 69
• 4. 고객 충성도의 신뢰도와 타당성 분석 70
• 제 3 절 마일리지 제도에 따른 고객충성도 70
• 제 4 절 연구모형의 검증 72
• 제 5 장 결론 74
• 제 1 절 연구의 요약 및 개선방안 74
• 제 2 절 연구의 한계점 및 향후 연구방향 76
• 참고문헌 78
• 설 문 지 82
• Abstract 103