호텔종사원의 행동이 고객참여와 고객충성도에 미치는 영향에 관한 연구 = (A) Study on the Influences of the Behaviors of Hotel Employees on the Customer Participation and Customer Loyalty

다국어 초록 (Multilingual Abstract)

Most of the existing studies on customer satisfaction have so far been made in connection with invisible properties, but studies on the service sector, that is, the loyalty of hotel enterprises, leave much to be desired. Therefore studies on enterprise loyalty to customers are indispensible in the marketing sector.
In spite of this, today's companies put much weight on how to expand their market share with a view to gaining profits. But the fact is that management focusing excessively on market shares and profits may lose customers who bring them the most profits. As a result, their profits may be weakened instead of being increased. The enterprises that devote themselves to sccuring customers with firm loyalty should have to approach customers in a way different from the enterprises that concentrate their efforts on expanding market shares.
As the hotel industry in particular depends largely on personal service, the quality of employees leads directly to that of the hotel. Customers will never come again when a hotel firm is devoid of high-quality personal service despite good facilities and products. The loyal customers emphasized in this study will not come.
In terms of precedent variables related to the behaviors of hotel employees, this study is designed to grasp the attitude and behaviors of hotel employees in the organizational aspects and the behaviors of customers such as attitudes, inquiries, observation and relationship build-up in the customer aspects. And the paper is also aimed at verifying the influential relationship between the behavior of hotel employees and customer loyalty and at shedding light on the conceptual definition and structural levels of customer loyalty in the hotel-enterprise aspects.
I have come up with the following findings.
First, I verify seven specific hypothesis in two sectors with the view of identifying the relationship between independent variables and subordinate variables that influence customer participation and customer loyalty. As a result, customer attitudes, observation and relationship-formation behaviors are adopted among the factors of customer participation, and the factor of inquiry is dismissed.
The study shows that if the behaviors of customers perceived by hotel employees are positive, customers show a friendly attitude toward hotel employees, observe the behaviors and attitudes of employees, and engage in the formation of a relationship with hotel employees. Yet, customers are consistent in their inquiries regardless the positive or negative nature of the behaviors of hotel employees
Second, such loyalty factors as behaviors, attitudes, and recognition are all adopted.
Customers' positive understanding of employees' behaviors has a high influence on behavioral loyalty, attitude loyalty and cognitive loyalty. In other words, customers show behavioral loyalty including re-purchase in accordance with the behaviors of hotel employees, recommending relevant hotels to others in terms of attitude loyalty and cognitive loyalty.
Accordingly, the value of the behavioral sides and the service of hotel employees should be emphasized so as for hotel enterprises to ensure loyal customers. Hotel firms should let their customers know that they are concentrating on inviting customers to take part and forming their relationship with customers. And the participation of customers should be invited in order to enhance the loyalty of customers.
The study shows us some useful lessons in relation to the management of hotels.
First, in terms of customer participation, hotel firms have spent little time or material resources on the task of establishing the relationship with exemplary customers. Most of the hotels have focused on sales, failing to invest in the development of the sales so as to gain long-term profits.
According to findings related to the significance of employees' behaviors, the customers who show a positive response to the behaviors of employees take an interest in the behaviors of employees and are sensitive about their own behaviors and give much care to form a good relationship with employees. If hotel firms are to invite the participation of all the customers in their relationship with the customers, hotel enterprises should enhance the general quality of such things as the education and training of employees, and have a proper understanding of all the problems in relation to the behaviors of employees and lead them in the positive behavioral direction.
Second, if the behaviors of employees invite the participation of customers, the hotel firms will have an influence on the loyalty of customers. In view of the findings that the behaviors of employees affect the loyalty of customers, loyal customers play a great role in hotel firms. To begin with, hotel firms can maintain customers who make a re-purchase at a regular basis, and buy the various products and service of the hotel in a comprehensive way, and recommend the hotels to others. And they are not easily shaken by the inviting strategics of competitive hotel firms.
Third, hotel managers should bear in mind that employees, particularly those engaging in field service, meet customers in a face-to-face fashion. And they can represent the products and service of the hotel well, and gain the loyalty of customers. Therefore hotel managers should teach employees to stimulate the loyalty of customers. It is necessary to come up with easy, clear and understandable manuals on the necessary behavioral patterns of employees.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 문제 제기 = 1
• 2. 연구의 목적 = 2
• 3. 연구의 방법 및 구성 = 3
• Ⅱ. 이론적 고찰 = 5
• 1. 호텔산업과 호텔종사원 = 5
• 1) 호텔산업의 특성 = 5
• 2) 호텔종사원의 정의 = 6
• 3) 호텔종사원의 중요성 = 7
• 4) 종사원의 행동과 고객간의 관계 = 8
• 2. 고객참여 = 9
• 1) 고객참여의 정의 및 역할 = 9
• 2) 고객참여 연구의 중요성 = 11
• (1) 고객참여 연구의 이론적 중요성 = 12
• (2) 고객참여 연구의 실무적 중요성 = 13
• 3) 고객참여의 접근 방법 = 14
• 4) 고객참여 모델 = 16
• (1) Silpakit와 Fisk의 고객참여 모델 = 16
• (2) Kelly 등의 모델 = 18
• (3) Goodwin과 Radford의 모델 = 20
• 3. 고객충성도 = 21
• 1) 고객충성도의 정의 및 유형 = 21
• 2) 고객충성도의 중요성 = 35
• 3) 고객충성도의 측정방법 = 39
• (1) 행동적 충성도 = 40
• (2) 태도적 충성도 = 42
• (3) 인지적 충성도 = 43
• 4. 선행연구의 동향 = 44
• 1) 고객참여에 관한 선행연구 = 44
• 2) 고객충성도에 관한 선행연구 = 47
• Ⅲ. 연구의 모형과 가설설정 = 49
• 1. 연구모형의 설계 = 49
• 2. 가설의 설정 = 50
• 3. 변수의 조작적 정의 = 52
• Ⅳ. 실증분석 = 54
• 1. 조사설계 = 54
• 1) 조사대상과 조사방법 = 54
• 2) 설문지 구성 = 54
• 3) 분석방법 = 55
• 2. 조사결과의 분석 = 56
• 1) 표본의 특성 = 56
• 2) 신뢰도 및 타당성 검증 = 58
• 3) 가설의 검증 = 63
• Ⅴ. 결론 = 71
• 1. 연구의 요약 = 71
• 2. 연구의 시사점 = 73
• 3. 연구의 한계 및 미래의 연구 = 74
• 참고문헌 = 76
• Abstract = 86
• 설문지 = 89